Standard Life, one of Canada’s largest insurance companies, launched a major ad campaign in key markets yesterday, its first multi-million dollar campaign since 2005.
The print, outdoor and online branding strategy continues until the end of the year, part of a long-term communications program to strengthen the awareness of Standard Life in Canada.
Focusing on Standard Life’s retirement products, the campaign—which includes sponsorships, promotional and public relations activities—is aimed at consumers concerned with investment and retirement planning and people who handle group retirement plans, according to Vincenzo Ciampi, Standard Life vice-president of external communications and public affairs.
“This is a major shift in our advertising strategy,” said Ciampi in a release. “Standard Life continues to prov
It also marks the first time Standards Life’s “Alive to Life” branding platform has been used in a consumer campaign.
Produced by Ogilvy Montreal, Standard’s agenc
Newspapers and billboards will be used in Toronto, Calgary and Vancouver, and only billboards will be used in Montreal with a different message tweaked to the Quebec market.
The billboard strategy consists of three different messages aimed at end users. One shows a man with the message “I want to retire with more than a survival plan.” A second shows a woman claiming “Stop the market roller coaster. I want to get off.” The third shows a different man with the message “Life’s too short to worry about the market.” All three include the tag line “Ideal Segregated Funds.”
The newspaper campaign uses the same creative with three different messages aimed at companies that have group retirement plans, explained Gagné. The newspaper adds also use a different tag line, “For the Financial Realities of Life.”
