Best Insurance Online Campaign

Audience: Canadian college and university graduates.

Campaign Goal: Manulife’s Alumni Insurance products help support and look after Canadian college and university graduates. To engage and educate this demographic about the suite of insurance plans available to them and their loved ones, we were tasked with developing an educational online game with a contest component.

From a strategic perspective, we knew we were talking to an educated audience—with the diplomas to prove it, so we wanted to develop a game that would resonate with them and have them coming back to play. Our research dug into some of the most popular educational-style games of the moment. We soon realized that there might be a brainy game that’s become an internet craze that we could riff off of. That game: Wordle, played by over 2 million players. However, we knew that we needed to add our own unique twist to it.

Introducing: INSURDLE! The game has similar functionality to Wordle but with unique insurance alterations. The game was a hit at the Alumni booth and helped generate many new leads. The campaign has been a W-I-N-N-E-R for Alumni Insurance Products.

Contributors:

Creative Director:	John Rocca
Senior Writer:	Taylor Evans
Senior Art Director:	Chad Burnie
Production Artist:	Janice Bennink
Project Manager:	Kimanda Fernandes
Proofreader:	Motria Mielnik
Marketing Manager, Affinity Markets:	Wilson Quach
Marketing Associate, Sponsor Marketing:	Kaitlin Lawless
Director, Strategic Marketing, Affinity Markets:	Grace Pickard

MANULIFE FINANCIAL

Location: Canada