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