FINANCIAL'S ADVISOR MATCH by RICH MEDIA for Sunlife

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FINANCIAL'S ADVISOR MATCH

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Canada
Agency RICH MEDIA
Released October 2009

Credits & Description

Category: Financial Products & Services
Advertiser: SUN LIFE FINANCIAL
Product/Service: FINANCIAL ADVISOR
Agency: RICH MEDIA
Date of First Appearance: Oct 19 2009 12:00AM
Entrant Company: RICH MEDIA , Toronto, CANADA
Entry URL: https://www.sunlife.ca/global/AdvisorMatch/Sunlife_AdvisorMatch_Intro.html
President: Jake Rich (Rich Media)
Account Manager: Shannon Sloan (Rich Media)
Project Manager: Sam Rich (Rich Media)
Media placement: Online - Online - October 19th, 2009

Results and Effectiveness
The Advisor Match tool exceeded its targets! As a result of the promotion of Advisor Match, many advisors have been successfully matched with clients and they have successfully grown their client base as a result of the tool. Sun Life executives continue to receive a very positive response from their advisors. The Advisor Match tool has also proven to be an excellent incentive for recruiting new advisors. A recent article in the Toronto Star highlights the positive customer feedback that has been received for Advisor Match and the benefits advisors have experienced because of it. http://www.thestar.com/business/money911/article/786456--Roseman-considers-the-source-of-financial-advice

Creative Execution
The creative solution for Advisor Match was to include as many elements as possible that would personalise the tool for the end user. Every question included an element of personalisation, from a skyline to reflect where in Canada the user is from to selecting what type of pet they own. The inclusion of stock video allowed for lots of fun interactivity for the user to keep them engaged while they answered the questions. The questions were broken into two sections, the first section is questions about the client and what is important to them. The second section is questions about what the client is looking for in their advisor. The nationwide TV commercials and large billboard campaigns successfully drove clients to the online tool. Online advertising, including a YouTube video of the tool, also increased traffic to the tool.

Insights, Strategy & the Idea
Sun Life had a vision to match their advisors with clients in an engaging and personalised way, similar to the matching that takes place with online dating. In order for the initiative to be successful, it needed to be made clear just how important a meaningful advisor/client relationship is and should be. The advertising used to promote the tool highlighted that message. Sun Life’s goal was to target both clients who were familiar and those not familiar with Sun Life Financial as an advisor source. Sun Life knew they wanted a questionnaire tool to do the matching and Rich Media was chosen to create a fun and engaging environment for the tool. The end result is a highly interactive microsite that allows clients to answer relevant questions about themselves and what they are personally looking for in a financial advisor.