Situation

John Hancock was first to market with a Vitality life insurance product that rewarded people for healthy living and wanted to not only engage financial advisors, but end consumers who could ask their financial planner about the product. 

Campaign Solution

John Hancock typically announced news in a quiet way, but since this new life insurance product would revolutionize the market, it was important to create a news moment that would gain the attention of business press, consumer press and reach financial advisors.  In order to accomplish all of these goals,  messaging was creating to discuss  how physical, financial and emotional health were equally important. To demonstrate this, a consumer and media activation titled the Vitality Village was created in Grand Central Station in New York City, a celebrity spokesperson was engaged and a live television broadcast kicked off the news.  The live television broadcast was filmed before the John Hancock and parent company Manulife board and reached media, financial advisors and employees at John Hancock and Manulife. A financial services blogger hosted the announcement with key John Hancock spokespeople sharing the news and then a surprise guest appearance from NCIS star and father of 5 Chris O’Donnell capped off the show. Chris O’Donnell appeared on Fox and Friends, and in a photo in People Magazine, along with speaking with multiple media outlets.  Additionally, the Vitality Village attracted consumers who could participate in exercise classes, health quizzes and meet with a financial planer to learn more about their financial health.  The morning of the announcement an exclusive story ran in the New York Times featuring a picture of the President of the Life Insurance business.