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Sun Life Financial has launched an integrated campaign to help Canadians tackle the sometimes daunting task of creating a financial plan.
The campaign is the first from Capital C since taking over the account last May from Crispin Porter + Bogusky Canada (then called Zig), and includes TV, print and a more robust version of the online Advisor Match program launched last year at SunLife.ca.
The online tool allows those searching for an advisor to fill out a short questionnaire that matches them with up to 12 advisors. The application provides profiles for each potential match, including additional background information like languages spoken.
However, visitors to the site can now bypass the first few steps to get in touch with an advisor quicker which is what consumers were asking for in focus groups, said Mary DePaoli, senior vice-president and CMO, Sun Life Financial.
Focus group feedback also led to the creation of a Life’s To-Do List tool. The list is designed to help clients prepare for their first meeting with an advisor, said DePaoli, and only takes a few minutes for users to create.
The list is then sent to an advisor ahead of the appointment, and can also be shared with Facebook friends.
Sun Life clients have also shared testimonials for advertorials running in Canadian Business, Today’s Parent, Chatelaine and L’actualite, said DePaoli.
The campaign also includes a 30-second national TV ad, airing in English and French, that shows a couple singing (to the tune of “If I Only Had A Brain/Heart/Nerve”) about how life would be easier if they had a financial plan.
“These commercials unearth personality and charisma and is a very different approach for this segment,” said DePaoli.
