SUN LIFE FINANCIAL

The Benefit of Benefits

Accidental death & dismemberment. Critical illness. Self-insurance. Not exactly water cooler conversation—these are things no one wants to think about, let alone buy. Our task? Wake up the world to see the positives: the benefits of employee benefits.

Bringing Benefits to Life

We started with a vision video that brought our new positioning to life. “The Benefits of Benefits” takes a real, human and emotional approach that helps demystify the complexity of the benefits conversation.

doremus b2b advertising sun life financial campaign

Engaging Employees

Our first focus was Sun Life employees—giving them clarity on the new mission and inspiring them to be part of the celebration of benefits.

The Sun Life Story

From there, we turned the focus to our external targets—brokers, HR, employers and their employees. We introduced the new Sun Life story, “The Benefit of Benefits,” via a multichannel effort including TV, digital, print, content and events, both industry and owned.

Cutting Out the Complexity

We created a curriculum of content that aimed to break down complex products and issues into compelling stories. The stories were presented as animations that aligned directly with brand’s whimsical sunburst identity mark, and presented as videos, banners and social posts.

doremus b2b advertising sun life financial campaign

In Their Own Words

The next stage of the campaign was bringing the story to life—literally—via testimonials of consumers and employees talking frankly about the importance of benefits and the impact they had on their lives.

The Omnicom B2B Specialist

Copyright © 2020 Doremus. All rights reserved.

doremus ideas that connect logo

The Omnicom B2B Specialist

Copyright © 2018 Doremus. All rights reserved.

Use of this website constitutes acceptance of the website Terms of Use and Privacy Notice.

doremus ideas that connect logo

The Omnicom B2B Specialist

Copyright © 2018 Doremus. All rights reserved.

Use of this website constitutes acceptance of the website Terms of Use and Privacy Notice.

The Omnicom B2B Specialist

Copyright © 2018 Doremus. All rights reserved.

Use of this website constitutes acceptance of the website Terms of Use and Privacy Notice.