New York Life Promo, Case study SAFE & SECURE CAMPAIGN by TARGETCAST TCM

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SAFE & SECURE CAMPAIGN

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Industry Insurance
Media Promo & PR, Case study
Market United States
Agency TARGETCAST TCM
Released May 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: NEW YORK LIFE INSURANCE
Product/Service: INSURANCE
Date of First Appearance: May 12 2010
Entrant Company: TARGETCAST TCM, New York, USA
Senior Vice President/ Group Director: Stacy Higbee (TARGETCAST TCM)
Vice President/ Account Director: Meaghan Ryan (TARGETCAST TCM)
Senior Vice President/ Director Local Broadcast: Mary Schiemel (TARGETCAST TCM)
Project Manager: Elizabeth Storms (TARGETCAST TCM)
Interactive Creative Specialist: Qi Chen (TARGETCAST TCM)
Interactive Creative Specialist: Carmel Winter (TARGETCAST TCM)
Senior Vice President/ Executive Creative Director: John Canevari (TARGETCAST TCM)
Executive Assistant: Kevin Hammonds (TARGETCAST TCM)
Media placement: Television - FOX Sports - 12/05/2010
Media placement: Radio - CBS Radio - 03/04/2010

Insights, Strategy & the Idea
NEW YORK LIFE has a number of marketing challenges: a broad target, Adults 25-54, for whom life insurance is neither top of mind nor a comfortable subject. The brand competes in a highly cluttered category and is significantly outspent nationally and locally. As a result, they rank lower in share of voice and awareness. To afford NEW YORK LIFE a noticeable leadership position, raise awareness and generate agent support, they needed to go beyond traditional advertising channels. In order to maximize consumer receptivity to the brand’s “safe and secure" positioning, a unique integration was negotiated. Research indicated that live sports were an ideal environment for NEW YORK LIFE’s target, where viewers become passionate fans highly engaged with their favourite teams. Baseball in particular offered the perfect opportunity to seamlessly integrate NEW YORK LIFE’s “safe and secure” message both literally and virtually in the mouths of sportscasters and on the field.

Creative Execution
Playing off of the synergy of “safe” in baseball and NEW YORK LIFE’s “safe and secure” positioning, a first ever integrated feature was seamlessly woven into live baseball content. Working with Fox Home Team Sports and CBS Radio, the “Safe and Secure” features were triggered when a player slid safely at 2nd, 3rd or home base. These features aired throughout the season in the brand’s key markets: on Fox Sports TV for six MLB teams and on CBS radio during New York Yankee games. The TV feature included NEW YORK LIFE's logo and was also read live by the play-by-play announcer. For example, when Jose Reyes of the Mets slid safely into home base, the logo appeared on screen with the words, "Safe At Home", rotating to display "Safe and Secure", and then again to read " NEW YORK LIFE". The effect was a seamless integration of content, context and contact.

Results and Effectiveness
Playing off of the synergy of “safe” in baseball and NEW YORK LIFE’s “safe and secure” positioning, a first ever integrated feature was seamlessly woven into live baseball content. Working with Fox Home Team Sports and CBS Radio, the “Safe and Secure” features were triggered when a player slid safely at 2nd, 3rd or home base. These features aired throughout the season in the brand’s key markets: on Fox Sports TV for six MLB teams and on CBS radio during New York Yankee games. The TV feature included NEW YORK LIFE's logo and was also read live by the play-by-play announcer. For example, when Jose Reyes of the Mets slid safely into home base, the logo appeared on screen with the words, "Safe At Home", rotating to display "Safe and Secure", and then again to read " NEW YORK LIFE". The effect was a seamless integration of content, context and contact.