Northwestern Mutual Life Insurance Company: Computer campaign

Allison I. Porter

When financial service firms began competing with life insurance companies by offering increasingly similar products, there was confusion among consumers over what to buy from whom.

Northwestern Mutual Life Insurance Company: Computer campaign

Allison I. Porter

Overview

When financial service firms began competing with life insurance companies by offering increasingly similar products, there was confusion among consumers over what to buy from whom. Advertising agency J. Walter Thompson of Chicago developed the "Computer" campaign to position Northwestern Mutual Life as the life insurance company offering the best products. Its series of television and print ads were unique in that they did not use an emotional appeal but instead highlighted the superior performance of Northwestern Mutual. The ads were designed to differentiate between companies, not to convince...

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