MassMutual and Johannes Leonardo Launch the 'Rewritten' Campaign
Grace Mahas — September 27, 2019 — Marketing
References: massmutual & thedrum
September is Life Insurance Awareness Month and to demonstrate the importance of having the coverage, MassMutual and Johannes Leonardo have launched the Rewritten campaign. The online and radio campaign takes classic narratives like 'Snow White,' 'Cinderella,' and 'Oliver Twist' to show how they could have had their happily-ever-after if only their parents had had life insurance.
For example, in the rewritten Snow White version, "Snow White is able to have enough financial backing to launch her own apple pie company after her parents tragically pass away" thanks to their foresight to purchase MassMutual life insurance.
The intriguing Rewritten campaign shows how timeless narratives can reach consumers across the nation while showing the benefits of life insurance.
For example, in the rewritten Snow White version, "Snow White is able to have enough financial backing to launch her own apple pie company after her parents tragically pass away" thanks to their foresight to purchase MassMutual life insurance.
The intriguing Rewritten campaign shows how timeless narratives can reach consumers across the nation while showing the benefits of life insurance.
Trend Themes
1. Life Insurance Awareness - Opportunity for insurance companies to leverage awareness campaigns and demonstrate the importance of life insurance coverage in various creative ways.
2. Narrative Marketing - Using classic narratives in advertising campaigns to engage customers and convey the benefits of a product or service in a relatable and memorable way.
3. Financial Security - Highlighting the role of life insurance in providing financial security and peace of mind for individuals and their families, creating an opportunity for insurers to position themselves as providers of stability and protection.
Industry Implications
1. Insurance - The insurance industry can take advantage of Life Insurance Awareness Month to promote their offerings, educate the public on the importance of life insurance, and attract new customers.
2. Advertising - Advertising agencies can explore the use of narrative marketing techniques to create compelling campaigns that resonate with consumers and effectively communicate the benefits of a product or service.
3. Food and Beverage - Food and beverage companies can collaborate with insurance companies to leverage the concept of financial security and create innovative partnerships or promotions that tap into the idea of building a secure future through their products.
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