Best Financial Services Social Media Campaign

The Hartford needed a campaign that would extend the reach of their brand and foster engagement across their various audience segments. But what one messaging platform would appeal to such a broad and diverse audience? Answer: The Hartford's founding sponsorship of the US Paralympic team, which fulfills the brand promise across the organization. Acsys Interactive recommended that The Hartford use Facebook as the hub for an Achieve Without limits campaign, creating a forum for people to get to know and support the athletes. The idea was simple, for every 'Like' The Hartford received; they donated $1 to the U.S. Paralympic team. Once people Liked the Hartford, they had access to a special “Achieve” tab on The Hartford’s Facebook page that featured inspiring videos, games, trivia and fun interactive applications, such as the “Excuse Converter”. The Excuse Converter challenged participants via an interactive forum to submit their excuse for not achieving their goals to a real Paralympic athlete – Sam. Via video, Sam “converted” the excuse into a piece of artwork and challenged the participant with “Don’t let a good excuse get in the way of a great achievement”. Finally, Acsys created highly-tailored ads that targeted different groups including veterans, athletes and sports enthusiasts, and offered them numerous ways to spread the word and share the inspiration. The interactive ads featured video and drove viewers to the Hartford’s Facebook page. Results: 3400%+ increase in Likes in less than 30 days (100k+) and 94% of Likes match The Hartford's target demographic

Contributors:

Creative Director:	Pat Phalon
Associate Creative Director:	Bahador Pazoki
Associate Creative Director:	Kieran McCabe
Account Director:	Heather Menard
Senior Healthcare Strategist:	Alex Fraser
SVP, Client Services:	Craig Kallin
SVP, Strategic Services:	Mike Stutman
Interactive Art Director:	Randy Giarnella
Art Director:	Nick Manning

ACSYS INTERACTIVE

Location: US