The Flexperts: Diversity is the spice of life

So you need more vision coverage than your company will allow - what do you do? The Flexperts, of Toronto, which offers customizable benefits packages to companies, might be able to help - but first they have to convince your human resources people.

So you need more vision coverage than your company will allow – what do you do? The Flexperts, of Toronto, which offers customizable benefits packages to companies, might be able to help – but first they have to convince your human resources people.

A campaign by Toronto-based Barry Base & Partners for The Flexperts seeks to do just that: convince the HR folk of the merits, and then hope they will be able to convince the decision-makers to invest in the service.

Running in Canadian HR Reporter, the advertising includes quirky anecdotes outlining the virtues of the insurance plans – Ralph, for example, is a bachelor who will be able to afford some much-needed Viagra with his added prescription drug coverage. ‘Not everyone wants the same benefits package,’ says Barry Base, who created the text-based campaign.

John Szold, a partner at Case Solutions, of Toronto, a marketing and consulting company that did research for the campaign on behalf of The Investment Guild, which owns The Flexperts, says the objective is to raise awareness for flexible benefits and to increase the company’s market share in Ontario, where the service is offered.

Says Szold, ‘We developed a campaign to reach the people who would be interested – to propel a change in the organization and to give them the tools to help management make a decision.’

Credits

Client: The Investment Guild/The Flexperts

Agency: Barry Base & Partners

CD/Copywriter: Barry Base

Art Director: Yves Florack