Manulife Financial CoverMe™ Guaranteed Issue Life Insurance
Manulife Financial has launched a brand new CoverMe™ Guaranteed Issue Life Insurance DRTV commercial in Canada, created by Northern Lights Direct. The campaign features a unique look and feel, strong visual reinforcement of the key selling proposition, and a prominent call to action to drive response.
The campaign is aimed at individuals aged 40-75 who have had difficulty finding affordable life insurance coverage. With CoverMe™ Guaranteed Issue Life Insurance, acceptance is guaranteed, and no health questions or medical exams are required. This affordable life insurance solution offers individuals and families what they need most: financial security.
Our mission: Generate qualified leads at the lowest possible cost per acquisition.
Bob Doyle, Director, Strategic Marketing, Affinity Markets for Manulife Financial explains, “DRTV is a vital channel for us, and Northern Lights Direct consistently delivers effective DRTV campaigns that drive qualified leads and are invaluable in helping build our brand.”
How do we ensure success?
- Emphasize key selling points (i.e., acceptance is guaranteed, no medical exam required).
- Emphasize urgency of message (e.g., strong call to action directing consumers online or to phone for more information).
- Employ proven direct response acquisition techniques (e.g., problem / solution creative approach).
- Emphasize low-risk / no-risk inquiry to motivate sales process.
- Leverage a multichannel approach for creative consistency.
The campaign launched in the beginning of January and results to date have exceeded all expectations.
Northern Lights Direct is a leading brand direct response agency with offices in Toronto and Chicago. Services include strategic planning, media management, and creative and production services for direct response television (DRTV) and direct response online. The Art & Science of the Sell.
We are here to help grow your business.
To find out how, please contact us:
Toronto: 416 593 6104
Chicago: 312 263 8686