Sun LIfe Financial
"Money For Life"

A national digital campaign that shared meaningful, specifically targeted stories on how being prepared for a non-linear life gives Canadian’s the freedom to face and choose the life they want.

Sun LIfe Financial
"Money For Life"

A national digital campaign that shared meaningful, specifically targeted stories on how being prepared for a non-linear life gives Canadian’s the freedom to face and choose the life they want.
July 18, 2017
by Team PHANTA

THE ASK WAS SIMPLE, and yet not so simple, we were to develop and produce authentic, digital-first videos for Sun Life’s national campaign that would help clients overcome their hesitation for planning for their financial futures.

The brand strategy was based on developing content that would target specific demographics within Sun Life’s key markets.

Like most campaigns of this scope and size, multiple partners with unique competencies were brought together to bring the campaign to life. We had the opportunity to work directly with Sun Life and alongside several agency partners including:

  • FCB Toronto (Sun Life’s AOR, responsible for brand strategy and TVC)
  • PHD (responsible for media planning)

 

We were tasked with creating branded content for five unique groups, of various lengths, in multiple languages, customized for different social channels.

 

THE CHALLENGES

Understanding that the idea of financial planning is difficult for younger Canadians to embrace, many feel that saving for tomorrow is a huge sacrifice today — we were tasked with creating branded content for five unique groups, of various lengths, in multiple languages, customized for different social channels.

This is the Alt text.

The five spots focusing on each unique group.

This resulted in 35 deliverables in total focusing on effectively connecting with:

  • Entrepreneurs (small to medium-sized business owners)
  • Professionals
  • Chinese-Canadian market
  • High net worth families
  • Quebec market

Layer on top of that, the digital campaign needed to support the brand television campaign while also ensuring Sun Life was aligned internally with the content strategy and creative approach. A collaborative process of maintaining stakeholder buy-in, listening, and adjusting creative and production elements within the development process would be essential.

 

 

CREATIVE SOLUTION

We understood that Canadians are regularly required to embrace change, both the expected and unexpected and that for the most part, change is hard. But by accepting and embracing that life isn’t a linear series of events, that life goes one way while we feel it should have gone another, and that the only way to be truly prepared for all of life’s challenges is to plan for a financially secure future.

From that, we focused on audience insight, prevailing sentiments, and an authentic message to craft unique, meaningful brand stories for each segment.

 

 
This became five individual stories rolled out as 15-second and 30-second versions, for Facebook, YouTube, and broadcast, in English, French, and Mandarin, giving Sun Life and its media partners the assets needed to split-test content and manage the digital advertising campaign in an incredibly targeted way.

 
 

THE GOODS

For this campaign, we produced a series of digital spots, cutdowns, and photography for:

  • QUEBEC (8 targeted videos)
  • PROFESSIONALS (8 targeted videos)
  • ENTREPRENEURS (8 targeted videos)
  • HIGH NET WORTH (8 targeted videos)
  • CHINESE-CANADIAN MARKET (3 targeted videos)

“Farm to Fork” – Quebec – FR 30

“Take in the Moment” – High Net Worth – ENG 30

“New Beginnings” – Chinese-Canadian Market – MAN 30

“Follow Your Passion” – Professionals – FR 30

 

THE PERFORMANCE INDICATORS

Delivering extraordinary work is predicated on being able to work collaterally with the client and their partners, focusing resources where it matters most, and committing to producing work that will actually work. Sun Life was able to:

This is the Alt text.

Shooting “Follow Your Passion” on a sound stage.

  • Increase unaided brand awareness including Financial Planning and Retirement Planning
  • Increase brand awareness for “Money for Life
  • Increase recall for “Life’s brighter under the sun”
  • Generate leads

 

 

 

Being Results Focused meant …

. . . Producing a suite of extremely targeted, sentiment-focused, meaningful and authentic stories that connect – check.

Ensure the media team had the story, the length, the language, and native content for each platform – check.

Work collaboratively with all involved, giving the stakeholders a voice in shaping the content and outcome – check.

Produce something we’re all incredibly proud of, that’s driving results – check.

 

Extraordinarily supportive clients

Amazing Sun Life clients hanging out on set (left).
Mark and Bill from Sun Life celebrating picture lock during the editing process (right).

Onset with PHANTA and Sun Life

Roland (the project’s Director) and Ben (camera assistant) reviewing footage.

 

Our actors may have been taking the “fight scene” a little too seriously at first.

 

 

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

Share this Post