Best Insurance Rich Media Online Ad

When Canadians see the iconic CAA (Canadian Automobile Association) logo, they think “roadside assistance.” But the fact is, CAA offers so much more, including Term Life Insurance. So our goal with this particular campaign was to gain product awareness, to plant the seed that CAA is the place to go for your Term Life Insurance needs. And we decided that the dependability of the product and brand was the message we’d use to try to gain awareness.

To create awareness, the first frame of the Flash animation reveals the logos. But the imagery is not about cars, it’s about people. We’re saying, “CAA is about protecting people, too.” And the simple, straightforward copy, “Insured means reassured,” tells the viewer that this product, from these dependable brands, can be counted on. Then the animation ends with a “Learn more” button that directs to caalife.ca, where the viewer can further increase their awareness of the product.

In terms of clickthrough rate, this campaign vastly outperformed different creative used later in the year. The ad succeeded in our goal of gaining awareness, with the added bonus of 500 Term Life Insurance quotes.

Contributors:

Marketing Director:	Nina Desai
Marketing Manager:	Archana Sachdeva
Creative & eMarketing Strategy Director :	Rudi Muhr
Creative Director:	Sebastien Howden (Agency)
Copywriter:	James Morris (Agency)
Proofreader:	Kate Murphy
Production Consultant:	Marian Joseph

MANULIFE FINANCIAL AFFINITY MARKETS

Location: Canada