Best Insurance Online Campaign

People who need life insurance’s safety net the most, those younger than 45 and with household incomes under $100,000, are the least likely to have it. Most give up early in the purchase process because they don’t know how to get started, don’t know how much they need or have no idea how much it will cost. For the small percentage who bypass these early barriers, many abandon the process later on because of lengthy and confusing applications, inconvenient medical exams or fear of sales pressure—particularly when they don’t feel confident or well-informed. MetLife decided to do something about it, reaching out to these middle class families to help them overcome the many barriers they face in getting the protection they need. MetLife’s Solution: Tell the Straight Story on Life Insurance -- and create a no-pressure way to buy it. MetLife would break down the purchase barriers that were keeping interested middle-class insurance shoppers from buying life insurance. Online tools and calculators enable consumers to find out how much coverage they need and how much it costs, without needing to talk to an agent. Information about life insurance and the purchase process are presented in a transparent, helpful and direct way. With this approach, the brand positioned itself as a leader and informational resource for people who were looking for straight answers about this confusing process. Total leads increased 38%, cost per acquisition decreased 20%, and average premium was 10% over goal--demonstrating the value of those leads.

Contributors:

Vice President, Global Brand and Marketing Services, MetLife:	Amir Weiss
Online Marketing Manager, MetLife:	Larry Nagel
AVP, Interactive User Experience, MetLife:	Debra Cruz
Interactive & Web Solutions, MetLife :	David Hamlett
Interactive & Web Solutions, MetLife :	Amanda Curtin
Neo@Ogilvy:	Team Snoopy

NEO@OGILVY

Location: USA