Direct Marketing Campaign

MassMutual needed a comprehensive campaign to educate their target audience on Simplified Issue Whole Life insurance. At Flynn, we had already been known to have helped write the rule book on structuring and executing direct response marketing for the insurance industry. For this campaign, we set out to create a robust creative package that anchored on DRTV, website, and social. First up, check out the national DRTV spots...

"You Name It" :120

There are many types of (fill in the blank) insurance. This spot addresses consumers' pain points when considering and applying for life insurance.

"Real Talk" :120

As a trusted neighbor, Pat sits down and has some "real talk" about MassMutual life insurance, dispelling myths in a genuine and gentle manner.

Web, OTT + PreRoll

Direct-response videos: condensed.

To complement the national DRTV spots, we also created shorter-form educational and preroll online videos, in still and live action varieties. This first video has a strong educational focus and was made for the MassMutual Simplified Issue Whole Life insurance landing page we created.

PreRoll: Stills

Leveraging scenes of loving families, this :15 video urges the viewer to help their loved ones cover final expenses.

PreRoll: Live Action

This :15 video uses a casual conversation at a kitchen table to help the viewer come to terms with setting up final expense coverage.

Workhorse Tactics

Landing pages, banners + social hooks.

Certainly big-budget broadcast DRTV gets a lot of client attention, but we can't overlook the importance of all the support vehicles in this campaign. Social and streaming radio ads, as well as display banners, all need to direct audiences somewhere—and in this case it was a custom landing page. We put a great deal of expertise into striking the right balance of ease and information to maximize the time someone will engage with a web page. Let's start there with that tactic from the campaign...

Educational Content

In bite-size chunks, we dispell insurance myths, educate, and explain next steps in a friendly, earnest way.

Price Quote Calculator

All in an instant, and with no obligation, users can discover what payments could be based on some key considerations.

Display Banners

Leveraging the imagery and messaging found in other touchpoints, we created animated banner ads to help keep the campaign topic top-of-mind and offer a quick link to a price quote tool.

Social Media Carousel Ads

Using the carousel format when selling things like insurance allows us to convey more selling points and to tell a bit of a story.

Streaming Radio Ads

Highly-targeted radio spots proved to be a powerful way to connect with a captive audience. These Pandora ads were interactive, allowing for application sign-ups.

Client + Agency

  • Client:
  • MassMutual
  •  
  • Agency:
  • Flynn

Assignment

  • SIWL Insurance Campaign
  • Direct Response Broadcast TV
  • OTT Pre-Roll Video
  • Landing Pages
  • Display Banners
  • Social Media Ads
  • Sreaming Radio Ads

My Role

  • Creative Director
  • Video Production Art Director
  • Set/Location Photographer
  • Designer

Our Team

  • Matt D'Angelo, Creative
  • John Marianetti, Producer
  • Tim Wainwright, Director
  • Christopher Hart, DP
  • Craig Henderberg, Editor
  • Drew Damtoft, Editor
  • Rob Wojtowicz, Copywriter