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.
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 resulted in 35 deliverables in total focusing on effectively connecting with:
- Entrepreneurs (small to medium-sized business owners)
- 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.
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.
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:
- 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.