John Hancock Financial Services - Consumer Products Campaign

 

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Company: John Hancock Financial, Boston, MA
Entry Submitted By: Weber Shandwick
Company Description: John Hancock Financial is a United States insurance company which existed, in various forms, from its founding on April 21, 1862, until its acquisition in 2004 by the Canadian insurance company Manulife Financial. The company continues to operate as a wholly owned subsidiary of Manulife and its headquarters remains in Boston, Massachusetts.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Products

Nomination Title: John Hancock Rewards Policyholders for Healthy Eating

Tell the story about this nominated campaign since January 1, 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. TEXT REDACTED FOR PUBLICATION

Campaign Overview

Last year, John Hancock, together with Weber Shandwick, launched John Hancock life insurance with Vitality—an industry-disruptive approach that rewards people for living healthy. On April 6, 2016, John Hancock announced the solution’s expansion to include the HealthyFood program, which rewards people for making healthy food choices. By purchasing healthy foods, John Hancock Vitality policyholders are eligible to save up to $50/month ($600/year) on their grocery store bills and earn points that can lead to discounts and rewards, including savings of up to 15 percent on their annual life insurance premiums. The program also includes access to nutrition information and guidance from the Friedman School of Nutrition Science and Policy at Tufts University.

To announce this product’s expansion, John Hancock and Weber Shandwick created an integrated campaign targeted at consumers, top-tier media and industry influencers. The campaign kicked off with an exclusive story in USA Today and a partnership with Tom Colicchio, renowned chef and star of Bravo’s “Top Chef.”

USA Today Exclusive Story

Launch day started at 12:08 a.m. with an exclusive USA Today story that posted online and ran in the print edition that morning.

After months of planning, the team approached Charisse Jones, a personal finance correspondent at USA Today, with an exclusive, embargoed briefing on John Hancock life insurance with Vitality and the HealthyFood program. The team arranged for Jones to speak with John Hancock Insurance President Mike Doughty, Vitality CEO Alan Pollard and Dariush Mozaffarian, dean of Tufts University’s Friedman School of Nutrition Science and Policy.

The story appeared online and on the front page of USA Today’s Money section and was syndicated across 129 outlets nationwide.

Celebrity Engagement

John Hancock tapped Colicchio as a passionate celebrity spokesperson to help the company show people how life insurance can encourage them to make small changes in their eating habits—and enjoy the rewards—to improve their overall health and financial well-being.

Colicchio was central to the launch campaign and the star of a two-and-a-half minute brand video titled “Earning More from Healthy Choices” to bring the HealthyFood story to life, which was included in all media outreach.

Campaign Launch

With launch day underway, a full schedule of radio media tour interviews in markets across the country followed for Doughty, Mozaffarian and Brooks Tingle, senior vice president, marketing and strategy, John Hancock. At the same time, Colicchio was making the rounds on a national satellite media tour. He appeared in segments including “Good Day New York” and “Hawaii News Now: Sunrise.”

In addition to the USA Today exclusive, pre-launch influencer outreach and extensive pitching efforts helped lead to impressive coverage. The news was featured in Money Magazine, Financial Advisor Magazine, Food and Wine Magazine, and Yahoo Finance, with broadcast coverage coming from NECN—Boston, WCAU-PHI (NBC)—Philadelphia, KTLA (WB—Los Angeles , WMAQ (NBC)—Chicago, KNBC (NBC)—“Today in LA,” WLS (ABC)—Chicago, WNBC (NBC)—“Today in New York” and a segment on NBC’s “TODAY,” which also aired on Hulu, Xfinity, The Huffington Post Shows and more.

In New York, John Hancock brought the HealthyFood program to life with an engaging consumer activation at Grand Central Terminal: the John Hancock Vitality Marketplace, complete with an oversized grocery basket of giant fruits and vegetables. The event included cooking demos with Chef Colicchio, healthy food swaps, samples, health IQ quizzes and more. An estimated 4,500 consumers engaged with the brand throughout the 10-hour event, learning about the HealthyFood program and earning prizes for making healthy choices. Following the media tours, John Hancock executives mingled at the marketplace with consumers, industry influencers and media.

The day ended with a media influencer dinner at Colicchio & Sons. Colicchio spoke passionately about the importance of healthy eating and nutrition and pointed out that the reporters and editors in attendance were “on the front lines” of telling this story. Attendees represented a range of business, personal finance, insurance trade and food/lifestyle media.

Chief Accomplishments

Media Coverage - The HealthyFood program launch included an earned and paid media campaign. The USA Today exclusive was syndicated in 129 Gannett outlets and the program was featured on NBC’s “TODAY.” Executives and spokespeople had full schedules of radio and satellite media tours. John Hancock surpassed media coverage from its 2015 launch and secured 710+ million impressions.

Tom Colicchio Brand Video - By tapping Colicchio as a passionate celebrity spokesperson, John Hancock demonstrated how life insurance can encourage improved health and financial well-being. The brand video titled “Earning More from Healthy Choices” garnered 230,000+ YouTube views.

Launch Day Activation - The HealthyFood program came to life with a consumer activation at Grand Central Terminal that attracted 4,500+ consumers. Visitors watched cooking demonstrations, snacked on healthy samples and tested their knowledge to earn prizes. The day ended with a top-tier media dinner at Colicchio & Sons.