The Web Marketing Association is proud to present this 2013 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Insurance Online Ad
CAA Health & Dental insurance is a reasonably popular product, but we always have one key hurdle to leap with CAA insurance products: Insurance is not the first thing that comes to mind when people think of CAA. So it was our goal with this ad to bring the product more front-and-centre among CAA products in people�s minds.
How would we make that happen? We decided to attract eyeballs through the tried and true power of �cute.� The very first frame depicts a sad teddy bear with a bandage on his head: cute and sympathetic. Meanwhile, the copy immediately speaks to the product�s value � that it can help you with your medical bills. Then comes the suggestion that this product can make you happy, just as it does for the teddy bear, turning his frown upside down. We close with the product name, logos and a simple tagline we�ve developed for much of our 2012 and 2013 campaigns: �Simple to apply, affordable to buy.� We built the same creative into three different banner sizes.
Ultimately, the ad succeeded by putting a happy face on the product and exposing it with over 3 million impressions.
Contributors:
| Marketing Manager: | Archana Sachdeva |
| Marketing Consultant : | Dipti Soni |
| Marketing Director: | Nina Desai |
| Creative & eMarketing Strategy Director: | Rudi Muhr |
| Creative Services Sr. Manager: | Richmond Sedcole |
| Graphic Designer: | Sean Cassidy |
| Copywriter: | Kevin Wilson |
| Proofreader: | Kate Murphy |
| Production Consultant: | Sam Leung |
MANULIFE FINANCIAL AFFINITY MARKETS
Location: Canada