CAA

Life’s Ups and Downs

(Website, Print, Social Media, Articles, Emails, Direct Mail)


People think insurance is as complicated as assembling something from Ikea. They think it’s more expensive than they can afford. They think a lot of things, but they don’t know enough. These are the barriers we needed to knock down. But educating them doesn’t have to be dry or pedantic. Just because insurance may not be the most exciting thing in the world doesn’t mean you can’t have a little fun learning about it! Matter of fact, let’s make a game of it

Term life Insurance sales surpassed 2020 sales by 23%
Guaranteed Issue Insurance sales surpassed 2020 by 46%
Health & Dental sales have surpassed 2021 plan by 11%, and above 2020 sales by 9%




MarCom Awards - Gold - Integrated Marketing (2021)
Summit International Awards (SIA) - Bronze - Integrated Consumer Marketing (2021)
Internet Advertising Competition (IAC) - Best Insurance Online Campaign (2021)
Senior Art Director: Chad Burnie  |  Senior Copywriter: Brenda McNeilly  |  Creative Director: John Rocca




Interactive Game
A responsive insurance related crossword that educated viewers on the benefits and reasons to have the right right amount of coverage. Once completed viewers were directed to a central landing page with the option to get a quote or to continue learning about insurance.

Supporting Tactics

Print Ad



Organic Social Media
These facebook posts would direct viewers to the digital crossword game, but also direct to various insurance related articles, such as “How to choose the right Term Life Insurance.” and “How to avoid life insurance mistakes.”

  




Articles
To help educate our viewers further on insurance we developed a series of articles to help the customer feel more comfortable when making a decision relating to coverage.

Extended Gamification concept across all Products
The gamification concept was extremely successful, and content rich area that we were able to incorporate different interactive and educational games across all the CAA+Manulife products (Term Life, Guaranteed Issue Life Insurance, and Health & Dental Insurance)

All the same tactics were used for each product, print examples are provided below.