Campaign details

Agency: Mindshare Canada
Advertiser: Manulife Canada
Category: Underdog

Section I — Case Parameters

Business Results Period (Consecutive Months): May 2017 – July 2017
Start of Advertising/Communication Effort: April 2017 – June 2017
Base Period as a Benchmark: Same period, prior year: May 2016 – July 2016
Geographic Area: National including Quebec French
Budget 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 Mortgage category. Lack of familiarity and Manulife's heritage as an insurance company have been barriers to the Bank's growth for several years. Compounding their ability to break through has been the big banks' concerted efforts to train consumers to evaluate mortgage offers on interest rates, something that the innovative Manulife Bank mortgage product (Manulife One) doesn't compete on.