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Northwestern Mutual
A Foundation For Life

RAN IN: United States

CLIENT
Northwestern Mutual

Chad Dern - Director, Brand & Advt.
Marie Squire - Brand Consultant
Conrad York - VP, Mktg.

AGENCY
OLSON *Lead Agency

Derek Bitter - Creative Director
Joel Dodson - Director, Broadcast
Caleb Hudson - Acct. Supervisor
Jenny McDowell - VP, Acct. Director
Chad Nauta - Assoc. Creative Director
Erin Tait - Director, Brand Anthropology
Stephanie Thompson - Group Media Director


SUMMARY

Life insurance providers struggled to move product after the U.S. economy slumped. Despite an uncertain economic outlook, a fraction of the marketing budget of its competitors, and a sales force who viewed advertising skeptically, Northwestern Mutual set an ambitious sales goal for Permanent Life Insurance. With one unexpected conceptrepositioning Permanent Life Insurance from a death benefit to a life benefitNorthwestern Mutual exceeded its sales goal by 100%, outperforming policy sales for the entire insurance industry. The astonishing results convinced a previously skeptical field force of the power of advertising.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, Events

Audience: Men, Women, Brand Influencers

Objectives: Build, change corporate image

Type: Business to Consumer

Classification: National

Language: English