Best Insurance Integrated Ad Campaign

Life insurance can be a pretty hard sell because it is associated with an unpleasant thought — you’re going to die someday.

We wanted to take a more light-hearted approach in getting people to think about the need for life insurance — that you shouldn’t be playing games with life. We used the fortune cookie as an analogy of life’s unpredictability — you never really know what the future holds. So unless you can predict the future, you’d better not take chances. Life insurance is a safer idea.

A two-wave email campaign was sent to 25-45 year-old graduates of Canadian universities and colleges. Both emails led to a personalized and interactive landing page which further talked about the value of the product and allowed them to get an online quote for a chance to win a Kobo Vox e-reader.

Results beat targets (based on performance of past Alumni campaigns) set for each component of this campaign. The waves one and two emails got an average open rate of 25% and a click-through rate of 2%. The landing page got a click-through rate of 14%.

Contributors:

Marketing Manager:	Kristy Ryan
Marketing Consultant:	Wilson Quach
Creative & eMarketing Strategy Director:	Rudi Muhr
Creative Services Sr. Manager:	Richmond Sedcole
Graphic Designer:	Mark Gagnon
Copy Manager:	Donna Ilagan
Copywriter:	Erin Moore
Web Design & Development:	Adrian Kostic, Josh McInerney, Tim Finlayson (Agency)
Proofreader:	Kate Murphy
Production Consultant:	Gail D’Souza

MANULIFE FINANCIAL AFFINITY MARKETS

Location: Canada