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Standard Life Financial is using humour to promote its retirement solutions to baby boomers in a new national ad campaign from Marketel.
Launching Monday, the effort, which includes print, online and TV, is the first from the Montreal-based agency since taking over the account from Ogilvy Montreal last March.
This campaign also marks the company’s first TV effort since 2005, when Standard Life shifted its focus to trade campaigns, said Joe Adamo, vice-president client services, Marketel. Standard Life returned to consumer campaigns last year.
TV will play a critical role this time around, by raising awareness and building the brand among those 45 and older, said Adamo.
The two 30-second TV spots follow two Standard Life employees who calculate the odds on anything and everything, in and out of the office. The online and print follow the same premise.
The objective is to humorously demonstrate the degree of commitment and knowledge Standard Life investment product experts bring to their jobs, said Adamo.
“Because the employees [in the spot] are unflappable in the face of some pretty extraordinary happenings in their environment, it comes through–that peace of mind, the assurance you get [selecting Standard Life],” he said.
Consumer research showed baby boomers feel quite confident financially, despite the recent state of the economy, said Adamo.
“We felt this gave us permission to take on a light tone, while still having a serious underlying message,” he said. “The concept tested well, which assured us we were on the right track.”
Next week 10- and 15-second sponsorship tags will air nationally during business and finance focused programming.
“We are very proud of this campaign because it differentiates Standard Life from other players in the category,” said Isabelle Hudon, president of Marketel, in a release. “We have a simple and relevant message to deliver, and are communicating it in a way that stands out.”
The campaign will run through the end of 2010. Marketel also handled the media buy.
