Financial Services & Insurance



Company: Manulife Direct, a division of Manulife Financial Ltd.

Campaign: Manulife Direct 2001 Spring campaign

Agency: Proximity Canada (in partnership with Manulife In-House, Modem Media, IMC and GO Direct).

Creative Directors: Michael J. McGovern, Scott Lewis

Associate Creative Director: Geoff Teehan

Copywriters: Donna Ilagan, Marsh Thornley, Amy Joseph and Joe Szabo

Art Directors: George Shewchuk, Ray Patterson, Michael Knox

Production Manager: Deborah Pound

Agency Producer (broadcast): Sarah Moen

Choosing an appropriate life insurance package can sometimes be affected by recent life experiences. With this in mind, Manulife decided to develop its spring campaign to target four different groups of Canadians who had recently experienced major life changes – i.e. marriage, baby, becoming self-employed and getting a new mortgage.

The campaign, which followed a successful fall 2000 campaign, was designed to raise awareness for the company Web site among the specific target groups. All creative was focused on driving potential customers to the site to figure out how much term life insurance they may need.

Three 15-second DRTV spots were developed to address the individual needs of three of the four groups. The fourth audience (new mortgage holders) was hit with a 30-second spot to provide additional information on the complex subject. Rich media banner ads were used to screen prospects by allowing them to fill out pre-qualifying information prior to being connected to the Web site. Unaddressed Admail was also used to create initial awareness.

The campaign not only surpassed all results from the fall 2000 campaign, but also exceeded all of the spring 2001 response targets projected for this season’s campaign.


Certas Direct Insurance for its ‘Certas Direct Insurance Launch’ campaign, developed by Proximity Canada.


Manulife Direct for its ‘The Launch of the Web site that is the Brand’ program, developed by Interactive Marketing Concepts.


The Co-operators for its ‘Protect Your Family from the Bank’ direct mail campaign, developed by Lowe RMP.