Sun Life Financial wants to help Canadians find advisors they click with through the launch of its Advisor Match program.
Those searching for an advisor can fill out a short questionnaire, enter their postal code at SunLife.ca and get back a list of up to 12 advisors based on their needs and wants.
The application provides profiles for each potential match, including additional background information like languages spoken.
Once consumers pick their match, theycan decide how the advisor interacts with them–at home, or over the phone. The advisor will contact the client within 24 hours.
While testing a brand campaign, Sun Life found that since the recession hit, consumers lacked faith and felt uneasiness towards financial institutions, said Mary DePaoli, senior vice-president and CMO, Sun Life Financial.
“The recession has been devastating to a lot of people and a lot of families, and they needed help,” said DePaoli.
Sun Life conducted a second round of focus groups in multiple cities to find out how the institution could help put minds at ease.
“It was difficult to go out with creative that didn’t address the sentiment that Canadians have right now, which is ‘I need some help,’ ” she said.
Sun Life found consumers want one-on-one advice from an individual who has the qualities and personal traits that fit their needs.
The program is part of a multi-million dollar campaign that includes two national TV spots, GTA-based out-of-home executions and online. Zig developed the creative and handled buy for the TV and out-of-home portions of the effort.
Ads in the York and Yonge Street tunnels in downtown Toronto read: “Do Something Bright With Your Future.” DePaoli anticipates the ads will receive 70,000 impressions.
Sun Life is also taking over the Weather Channel and its online property, with an effort from the Extreme Group. The company’s logo will replace the sun symbol during weather forecasts.
“Everyone’s financial needs are different and we believe that finding a trusted advisor who can understand your particular needs is an important step towards lifetime financial security,” said Kevin Strain, senior vice-president, individual insurance and investments, Sun Life Financial Canada, in a release.
“For clients who want a Sun Life Financial advisor, we’re making it easy for them through our innovative Advisor Match site,” he said.
