MassMutual

Listening to our audience — so they'll listen to us.

Today's consumers are more discriminating than ever, especially when it comes to life insurance. To get attention in a crowded field, you first have to find out how they feel about your client's products; what their value systems are, and how those products can fit; and how and why they decide to buy, when budgets are already tight.

YOU CAN'T MAKE A CONNECTION WITHOUT A CONVERSATION.

Winning hearts and minds begins with the ears. That's why our solutions to clients' messaging and communications challenges often begin with a dialogue. Talking "at" consumers about your product is an antiquated way of promoting it. People have come to expect engagement with brands—that's why successful marketers listen carefully to the wants and needs of their audience before crafting the message.

MASSMUTUAL BELIEVED THEY HAD A BETTER PRODUCT TO FILL A FINANCIAL GAP FOR MIDDLE- TO LOW-INCOME FAMILIES.

WE ASKED THEM, "WHAT DO YOU THINK?"

To help communicate that to older adults, we conducted research to find out how our target audience thinks about life insurance — and life insurance companies. What they like. What they don't. What confuses them. And ultimately, what would motivate them to purchase a policy.

Armed with the research findings, we created a direct response television (DRTV) campaign to let older adults know that MassMutual had a product designed specifically for them.

CASSEROLE :120

DIMENSION :120

EXPERTS AT EASY :120

PEOPLE SAW THEMSELVES REFLECTED IN THE SPOTS—AND MORE THAN 150,000 OF THEM RESPONDED IN THE FIRST THREE MONTHS POST-LAUNCH.

34 Percent Growth

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