John Hancock Connects with Consumers in “You Are Not Alone” Television Ad Campaign
BOSTON, March 26, 2012 /PRNewswire/ — John Hancock Financial Services is breaking new ground as it connects with consumers in its new “You Are Not Alone” advertising campaign, launching this month on television and online. Continuing John Hancock’s advertising legacy of portraying timely and intimate conversations, the campaign takes this approach to a new level as viewers watch ten different couples share the exact same conversation, at the exact same time. Viewers are left with a strong sense of empathy as the couples have conversations reflective of the times we live in, recognizing that right now, the economy is a big part of our culture.
This is the first campaign under John Hancock’s new Chief Marketing Officer, David Longfritz. “Our new ad campaign reflects the times we live in,” said Mr. Longfritz. “We created these commercials from good old-fashioned focus groups. We talked with mass affluent investors and they admitted they’re avoiding investment risk, and as a result, they know they are taking on other risks — such as lifestyle risk and retirement risk. We’re telling them: ‘You are not alone,’ and urge them to talk with their financial advisors.”
“While this is a new campaign, our positioning is consistent with prior John Hancock ads. In fact, it is the latest rendition of a strategy originally conceived and executed by John Hancock and Hill Holliday more than 25 years ago,” said James Bacharach, Vice President of Brand Strategy and Communications. “This latest work continues to depict realistic conversations that focus on people and what is important to them. And we suggest that a strong financial leader like John Hancock can help them find opportunities amid the uncertainty.”
John Hancock’s television ads focus on sports such as CBS and NBC golf coverage, including the US Open in June, and also the NHL on NBC, the Golf Channel and ESPN/ESP2. Online, the ads will appear on ESPN.com, SI.com, WSJ.com, Forbes.com and financial advisor sites such as Morningstar.com and TheStreet.com.
Boston-based advertising agency Hill Holliday created the campaign for John Hancock.
About John Hancock Financial and Manulife Financial Corporation
John Hancock Financial is a unit of Manulife Financial Corporation, a leading Canada-based financial services group with principal operations in Asia, Canada and the United States. In 2012, John Hancock celebrates 150 years of serving clients across the United States, while Manulife celebrates its 125th anniversary. Operating as Manulife Financial in Canada and in most of Asia, and primarily as John Hancock in the United States, Manulife Financial Corporation offers clients a diverse range of financial protection products and wealth management services through its extensive network of employees, agents and distribution partners. Funds under management by Manulife Financial and its subsidiaries were C$500 billion (US$491 billion) as at December 31, 2011. Manulife Financial Corporation trades as ‘MFC’ on the TSX, NYSE and PSE, and under ’945′ on the SEHK. Manulife Financial can be found on the Internet at manulife.com.
The John Hancock unit, through its insurance companies, comprises one of the largest life insurers in the United States. John Hancock offers a broad range of financial products and services, including life insurance, fixed and variable annuities, fixed products, mutual funds, 401(k) plans, long-term care insurance, college savings, and other forms of business insurance. Additional information about John Hancock may be found at johnhancock.com.
SOURCE John Hancock Financial Services