Best Associations Online Campaign, Best Insurance Online Campaign

Our challenge was to take Term life Insurance out of the realm of the abstract, and make it real for the Alumni Association Members, so that they would be motivated to purchase it today, and not put it off for the future.

Life is a Domino Effect:

In order to do this, we set about demonstrating how every major event in life sets in motion a ‘Domino Effect’ of financial consequences, some good, some bad. And that the best way to block the domino effect is with Alumni Term Life Insurance. Our approach used a classic, proven, direct-response ‘Problem/Solution’ construct.
To further incent Alumni Association members, a promotional overlay offered a chance to win one of two $1,000 cash prizes.

Would it surprise you to know that it costs $255,000 to raise a child to the age of 18 in Canada? That 75% of Canadians would have trouble paying the bills within 3 months if a primary wage earner passed away? Or that an assisted care facility for an aging parent can cost between $1,450 and $4,500 a month? Facts speak louder than advertising claims or catchy slogans, especially for our well-educated target. So we used relevant current statistics to demonstrate the financial domino effect of raising children, owning a home, caring for an aging parent, etc., and how having Alumni Term Life Insurance could help.

Contributors:

Creative Director:	John Rocca
Senior Writer:	Brenda McNeilly
Project Manager:	Gail D'Souza
Account Director:	Grace Pickard
Account Manager:	Wilson Quach

MANULIFE

Location: Canada