Best Insurance Online Campaign

Selling insurance to a younger demographic which feels it’s invincible requires surgical precision, an unexpected approach, and an idea rooted in truth. And it requires speaking to people like people - NOT like a big scary insurance company.

The Idea

Life is filled with ‘IFs’. IF you get married. IF you buy a home and have a mortage. IF you have children. Or, IF the unthinkable happens. No matter how old you are or what your situation is, the best protection for life’s ‘IFs’ is Life Insurance. But here’s the thing? WHO WANTS TO READ ABOUT INSURANCE??? Anybody?

This impactful, unorthodox integrated campaign for Manulife T-10 (and T-5) Life Insurance employed a DM postcard or email, driving to a landing page which gamified the insurance quoting process, recommended T-5 or T-10 Life Insurance and offered the participant the chance to win one of two $1,000.00 prizes. We called it ‘The Game of IF’.

Prospects were sent either a DM postcard or email driving to the landing page, which contained a game with a spinner, game board, male and female playing pieces and questions which are used to provide a customized quote. Here’s how it worked. Contestants would spin the wheel, and their playing pieces would move along the game board. When they landed on an ‘IF’, a life-stage oriented scenario would pop up to explain the advantages and importance of having Life Insurance. For instance, ‘IF you have a mortgage’, and ‘IF you’re married’.

Contributors:

Creative Director:	John Rocca
	Wilson Quach
Senior Art Director:	Shira Kirsh
Senior Writer:	Dean Maruna
Marketing Director:	Grace Pickard

MANULIFE

Location: Canada