Co-operatives want investors to consider a more holistic approach to their financial future. To promote its unique ability to provide both investment and life insurance, Cooperators is partnering with Angry Butterfly to launch a national television campaign that will air during the NHL playoffs.
The campaign features two 15-second commercials that dramatize how investing is only part of what investors consider when thinking about their family’s future.
“It’s important to not only make breakthroughs in the right way, but also to find creative approaches that can drive the point of difference in our business. Both of these initiatives are great,” said the joint operating company’s Marketing and Communications. said Cindy Wong, vice president. . “The hockey metaphor adds playfulness and charm to our story while effectively communicating our approach to helping Canadians build a comprehensive investment and insurance plan.”
The first commercial features a family that is (emotionally) invested in a hockey team, but also has a “back-up” team to root for as an insurance plan, just in case. In the second film, co-op advisors use an interesting device to explain to clients how a holistic financial approach works well together.
“If you’re going to run an ad while Canadians are watching the NHL playoffs, you need to make sure it’s relevant,” says Lori Rayner of AVP Brands. “We love how fun this game is, while still delivering on Co-operators in a memorable and unexpected way.”
Strategy and creative was led by Angry Butterfly.
“When it comes to investing, there are a lot of brands saying the same thing,” says Adam Knotzl-Kieser, vice president and executive creative director of Angry Butterfly. “It was refreshing to create a brief based on a truly unique product. Our team had so much fun bringing this idea to life.”
Media operations will be led by Epitaph and will be conducted nationwide during the NHL playoffs. Production was by Sparks, with post by a combination of The Educational Factory (editing), REDLAB (color/online), and Grayson Matthews (audio).
