Portfolio

It's Not What You Think / John Hancock

Submitted By Heat

Description

John Hancock Vitality is an innovative life insurance product that rewards people for the healthy things they do every day. To break through the consumer apathy of its category, we reframed it as a lifestyle brand.

Objective

To capture people's attention, our campaign co-opted the style and tone of lifestyle brands. By featuring health trends and wellness activities we knew our audience was already interested in, like yoga, golf, and organic juice, we enticed them to lean into John Hancock Vitality.

Technical Challenge

Even if you’re a policy holder, life insurance isn't something you think about or interact with on a daily basis. It’s at best forgotten, at worst, irrelevant. Our job was to show consumers that with John Hancock Vitality, healthy everyday habits translate into discounts and rewards on life insurance.

Client

John Hancock

Agency

Heat
www.thisisheat.com

Media

Television

Market

Financial Services

Views

35

 

Share To

Other Work

Follow Us