Campaign details
Agency: Mindshare CanadaAdvertiser: Manulife CanadaCategory: Underdog
Section I — Case Parameters
Business Results Period (Consecutive Months): May 2017 – July 2017Start of Advertising/Communication Effort: April 2017 – June 2017Base Period as a Benchmark: Same period, prior year: May 2016 – July 2016Geographic Area: National including Quebec FrenchBudget for this effort: $3 – $4 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
With just over 1% market share, Manulife Bank is an underdog in the...