Sun Life Financial & Hope Air
"Why Fly?”

Using deeply personal real-life stories about a real-world problem, #SunLifeAgainstDiabetes was able to make a difference for a worthy cause, while balancing awareness building for its own culture, values, and brand.

Sun Life Financial & Hope Air
"Why Fly?”

Using deeply personal real-life stories about a real-world problem, #SunLifeAgainstDiabetes was able to make a difference for a worthy cause, while balancing awareness building for its own culture, values, and brand.
July 18, 2017
by Team PHANTA

FAR TOO MANY rural Canadians are impacted by diabetes and are unable to afford the costs of traveling to receive the right treatments.

With a flight program like Hope Air, and Sun Life playing a pivotal role as a sponsor partner, the two brands make an incredible impact on an individual’s life and the families that are personally affected by diabetes.

A program like Hope Air is driven by donations and awareness, and Sun Life’s goal was to help raise their message of hope to the widest audience possible through an emotional digital and social media campaign.

THE CHALLENGES

While Hope Air, a national charity, is the real hero of the campaign, the Sun Life brand needed to be positioned prominently as a key supporter of the unique flight program, without affecting the campaign’s authenticity.

Knowing that we could have real people share real stories in their own words, we created the “yellow chair” concept.

As part of the ask, we needed to produce a spot that was emotionally charged and authentic, finding the perfect balance between these consideration points:

  • Develop real and relatable stories based on insight.
  • Stay true to Sun Life’s value proposition (“Life’s brighter under the sun”) and build relevance with audiences that the company is a major contributor to Hope Air’s mission (stay true to the heritage and testament of both brands).
  • Work with multiple stakeholder groups.
  • Ensure we produce a compelling message that doesn’t victimize the people in need.
  • Ensure that we develop content that is meaningful and tight, that would work in both a 30-second environment (Instagram) and a longer-form social environment (Facebook).

 

CREATIVE SOLUTION

Since Hope Air’s organizational focus is on flying lower income rural Canadians to urban areas for medical treatment, we wanted to explore the motivations and reasons behind why people fly. We knew that the majority of Canadian’s:

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The “Yellow Chair” in it’s original state.

  • fly for business or for pleasure
  • do not live with diabetes or other complicated health issues
  • live within driving distance of major urban centres where they have access to medical care and treatments

Knowing that we could have real people share real stories in their own words, we created the “yellow chair” concept.

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The “Yellow Chair” reupholstered.

With two Sun Life branded airline seats placed in rural backdrops, Hope Air clients would sit and share their stories. This would create an intimate setting to show the public where Hope Air clients come from and how important work Hope Air and Sun Life is for those in need.

And without saying a word, the yellow chair would put the Sun Life brand boldly in the centre of the spot as a supporting point.


THE GOODS

For this campaign, we produced a full-length video for paid placement and earned-social within Facebook and a 30-second cut down for Instagram.

Sun Life Financial & Hope Air “Why Fly?”

 

On set with a Hope Air client.

Final interview of the day.

 

THE PERFORMANCE INDICATORS

For Sun Life, we successfully showcased the relationship between the financial brand and those impacted by diabetes in an intimate way (and how the brand is actively making lives brighter for Canadians).

We helped deliver an increase in awareness for the brand’s commitment to fighting the disease and hit the goal of a 2:1 paid-to-earned view rate on Facebook.

 

BEING RESULTS FOCUSED MEANT…

…Being meaningful to the brand partnership, and delivering an impactful message.

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There is no way to compare standard KPIs to the difference a program like Hope Air makes in lives. We established an impression and a lasting one at that. That meant just as much, if not more than any number. These were stories of people braving through and finding hope. Stories of people sharing human stories.

For us, the work we did and the “yellow chair” concept superbly represented our core values as an agency: who we are, what we do, why we do it, and what we want to be known for. Simply put, #EXTRAORDINARY.

 

Shot at Sun Life’s corproate offices.

About the Author
Team PHANTA

Team PHANTA

Team PHANTA

In our efforts to be recognized as the most trusted guide to all things #Extraordinary, these are the stories that are inspiring a whole new generation of digitally-savvy audiences. info@phanta.com

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