The new Generali document concept
Customer
Generali in Germany is the second largest primary insurance group in the German market and part of the international Generali Group, an important player in the global insurance industry. The German part of Generali includes Generali Versicherungen, AachenMünchener, CosmosDirekt, Central Krankenversicherung, ADVOCARD Rechtsschutzversicherung, Deutsche Bausparkasse Badenia and Dialog. Generali Versicherungen is one of Germany's largest primary insurers.
Project
Following an invitation to tender, CRENEO developed a comprehensive document redesign in the second half of 2017. The core of the task consisted in the development of a tonality and the fixation of a new uniform visual language including a modular design system.
Based on a comprehensive micro and macro analysis, CRENEO developed the new tonality for the communication media and presented, among other things, three different visual languages. Furthermore, it had to be ensured that the extensive product variety of Generali could be represented within the new modular system. An internal company survey and an external target group market research resulted in a final decision regarding visualization and customer approach.
The aim of the new document concept is to generate a compression of the essential product information / advantages. In the interest of the customer, only the absolute advantages and added values are communicated here. This is done in a short, crisp and concise manner. Similar to a checklist, this document provides the customer with a global overview of the product / product bundle and the associated range of services. The ROPO customer (ROPO = Research Online, Purchase Offline) obtains all further information online.
The new customer behaviour is thus taken into account. ROPO customers are increasingly gaining an initial overview of the variety of products online and then only consult a consultant in the second step. As a result of the new user behaviour, printed communication media no longer has the same significance as in the past.
At the same time, this pressure piece serves as a guide for the sales conversation, which lies on the table in a haptic form. This is flanked by his consulting app.
Based on a comprehensive micro and macro analysis, CRENEO developed the new tonality for the communication media and presented, among other things, three different visual languages. Furthermore, it had to be ensured that the extensive product variety of Generali could be represented within the new modular system. An internal company survey and an external target group market research resulted in a final decision regarding visualization and customer approach.
The aim of the new document concept is to generate a compression of the essential product information / advantages. In the interest of the customer, only the absolute advantages and added values are communicated here. This is done in a short, crisp and concise manner. Similar to a checklist, this document provides the customer with a global overview of the product / product bundle and the associated range of services. The ROPO customer (ROPO = Research Online, Purchase Offline) obtains all further information online.
The new customer behaviour is thus taken into account. ROPO customers are increasingly gaining an initial overview of the variety of products online and then only consult a consultant in the second step. As a result of the new user behaviour, printed communication media no longer has the same significance as in the past.
At the same time, this pressure piece serves as a guide for the sales conversation, which lies on the table in a haptic form. This is flanked by his consulting app.
Service
Analysis
Concept development
Text
Tonality
Design
More Projects // www.creneo.com
