Employee Benefits Broker Campaign
Insights
Sun Life’s acquisition of Genworth Financial’s employee benefits business gave the company a bigger, stronger offering for brokers. Our job was to make sure brokers noticed — and understood what this expanded capability could mean for their business.
Attention-getting print ads paired powerful visuals with short, punchy headlines to stop sponsors and producers in their tracks.
Idea
We created a bold, fully integrated campaign that matched Sun Life’s new momentum. Oversized visuals, unexpected headlines, and a sharper sense of urgency helped the brand show up with more confidence, more attitude, and a clear message: Sun Life had more to offer than ever.
![[image]](https://www.adamsknight.com/assets/1776872579-WebSample.png)
A streamlined microsite revved up sales by helping our audience quickly explore features and benefits.
![[image]](https://www.adamsknight.com/assets/1776873607-SPreadAdsSized.jpg)
Full-spread print ads gave us a great opportunity to really contrast Sun Life from the competition.
![[image]](https://www.adamsknight.com/assets/1776872806-Banners.jpg)
Animated display ads used their media environments in smart, surprising ways — driving brokers to the microsite to learn more.
![[image]](https://www.adamsknight.com/assets/1776873035-DirectMail.jpg)
Custom direct mail was impossible to ignore — while signaling a new sense of urgency and more reasons than ever to partner with Sun Life.
Impact
Our integrated campaign to promote the division’s growth in group benefits resulted in:
- A 73% increase in new visits to the website.
- Click-through rates from display ads that exceeded industry average by 500%.
- Benefits sales that exceeded the company’s annual goals by 30%
