MetLife: The Good For You Rate
Ogilvy & Mather
Entry Information
Category: InsuranceCountry where program ran: United StatesDate program started/ended: August 2010-Present
Product Description: Term Life Insurance from MetLife, sold direct rather than through traditional sales agents.
Advertiser/Client Name: MetLifeMedia Channels: TV/Video/RadioOther
Strategy
Marketplace challenge:
Individual life insurance coverage in the U.S. is at a 40-year low. Even worse, the people who need life insurance's safety net the most, those younger than 45 and with household incomes under $100,000, are the least likely to have it. While 95% say it's...