Manulife Mutual Funds has launched a national brand campaign to create confidence among investors and advisers despite unexpected market conditions.
The campaign from DDB Canada launched Monday with newspaper, magazine, airport advertising, web banner ads and radio tags in both French and English that use the tag line “Get Your Investments Off Your Mind.”
The creative concept shows individuals overly preoccupied with their investments, reading the financial section of the newspaper instead of focusing on their every day tasks.
“What we want to do is be seen as approachable and having a sense of humour, and a light touch can do that. It’s important that we stand out from the crowd,” said Jeff Carrique, assistant vice-president, marketing and communications, Manulife Investments, of the campaign’s tongue-in-cheek tone.
The campaign will run until the end of June, with OMD handling the media buy.
