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Sun Life Financial
Get to Know Sun Life

RAN IN: United States

CLIENT
Sun Life Financial

Priscilla Brown, SVP & Head of U.S. Marketing
William Webster, VP Brand Strategy & Development
Sally Bray, Director Advertising/Brand

AGENCY
The Martin Agency *Lead Agency

Danny Robinson, SVP/Creative Director
Jonathan Cranin, Creative Director
John Mahoney, SVP/Senior Copywriter
Matt Davis, Senior Art Director
Pete Watson, SVP/Group Account Director
Lauren Tucker, SVP/Group Planning Director
Randy Freisner, SVP/Associate Media Director


SUMMARY

In a bleak economic landscape, Canadian based Sun Life Financial saw an opening to seize a larger stake in the U.S. The only problem was that nobody had ever heard of them. Enter Karl and Miles, two Sun Life employees who loved their company so much they hatched a brilliant yet absurd plan to make it famous. They posted their adventure online and Sun Life's recognition skyrocketed, especially when Miami's Dolphin Stadium was renamed 'Sun Life Stadium'. To boot, their variable annuities increased 128%, total earnings increased 122% and annuity profits more than doubled.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, PR, Sponsorship

Audience: Connect with a new audience,Launch or relaunch a brand/product,Build or change corporate image,Speak to men,Speak to women,Speak to brand influencers, Speak to boomers

Type: Business to Consumer

Classification: National

Language: English