GOOD REWARDS by Ogilvy & Mather New York for MetLife

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GOOD REWARDS

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Industry Insurance
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Jim Thompson
Executive Creative Director Joel Tretin
Art Director Ernie Parada, Samantha Berliner
Producer Lisa Christman, Jeanette Sanchez
Released October 2010

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: METLIFE
Product/Service: INSURANCE
Agency: OGILVY & MATHER
Date of First Appearance: Nov 1 2010
Entrant Company: OGILVY & MATHER, New York, USA
Executive Creative Director: Joel Tretin (Ogilvy)
Associate Creative Director: Jim Thompson (Ogilvy)
Art Director: Ernie Parada (Ogilvy)
Art Director: Samantha Berliner (Ogilvy)
Producer: Lisa Christman (Ogilvy)
Producer: Jeanette Sanchez (Ogilvy)
Director of Experience Planning: Phil Buehler (Ogilvy)
: Tobin Hanspal (Ogilvy)
Project Manager: Jane Kim (Ogilvy)
Talent Consultant: Donna Clark (Ogilvy)
Media placement: TV Spot - AMC, Lifetime Movie, TV Land - November 1, 2010

Describe the brief/objective of the direct campaign.
Prospects are “emerging families,” with new responsibilities at this stage in their lives, including marriage, buying a first home, or the birth of a first child. They know they “should” have life insurance, but see it as too expensive for their budgets, or have at some point started the process but gave up after finding it too complex.

Advertising directly to consumers has the additional challenge of making the insurance accessible, but not being overwhelmed with applications from less-healthy candidates already rejected by other insurance companies.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The campaign addresses the tension between prospects knowing they “should” have life insurance and their putting off facing the decision since the consequences/benefits are seen as far in the future. We would jumpstart their action today with a free, no-obligation life insurance quote. Reframe life insurance as a “financial safety net.”

The rate given to the healthiest, most desirable prospects was given the name “The Good for You Rate.” This would simultaneously boost response rate by lowering price expectation, while maintaining the conversion rate because we’d be specifically talking to and attracting healthier prospects.

Explain why the creative execution was relevant to the product or service.
The advertising celebrates those in the target audience that are doing the right things to living a healthier lifestyle – from jogging, drinking water instead of a soft drinks and eating salads to even small acts like flossing, buckling up and taking the stairs instead of the elevator. This takes buying term life insurance from one of those big decisions they dread to a one of the everyday right things they’re doing at this stage in their lives.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Good For You Rate had some extraordinary results. During an 11 week test market, the average cost per call was $38. MetLife's historic average CPL for local DRTV was $409.
The campaign generated more than 20,000 calls which converted to 887 applications. All, while giving MetLife a unique brand voice with this critical segment.