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MetLife

ABA11 Winner / How to Enter

Company: MetLife, New York, NY
Entry Submitted By: Bernstein-Rein Advertising
Company Description: Corporate Profile MetLife, Inc. is a leading global provider of insurance, annuities and employee benefit programs, serving 90 million customers in over 60 countries. Through its subsidiaries and affiliates, MetLife holds leading market positions in the United States, Japan, Latin America, Asia Pacific, Europe and the Middle East.
Nomination Category: Marketing Awards Campaign Categories - Specialty
Nomination Sub Category: Business-to-Business Advertising Campaign of the Year

Nomination Title: MetLife's 2010 Quotes Advertising Campaign

    Tell the story of this nominated advertising campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

        The challenge MetLife faced in its Employee Benefits advertising was how to
differentiate its brand from other category leaders — all of whom offered
similar products, similar strengths and in many cases, better pricing. And
while they enjoyed long-standing equity with the Charles Schulz’ Peanuts?
characters in their consumer efforts, their use often failed to translate as
effectively when speaking to a business audience.

        So to make a 25-year association with Peanuts work harder in this cluttered
world of parity products and equivalent claims, a wholesale rethinking of how
they could be used — and what they needed to communicate — was required.

        Interestingly, when human resource managers and brokers were asked what they
wanted from their insurance provider, the answers were at best predictable.
They simply wanted to do the right thing for their employees or clients. But,
hidden within their answers was an insight that ultimately served as the
underpinning of MetLife’s new positioning. They confessed to great uncertainty
and anxiety about making big, long-term benefits decisions. And consequently,
they were motivated to choose a provider who they felt would best safeguard and
enhance their own reputations.

        Their unmet need was a desire for confidence — confidence in their insurance
provider and confidence in their own recommendations.

        To address this need, MetLife’s endearing Peanuts characters (who had been
silent participants for too many years) would now be allowed to “speak for
themselves.” By selecting actual quotes from comic strips where they are seen
reflecting on life’s frustrations, fears, and even joys, this expanded cast
of “spokespeanuts”— Snoopy, Linus, Charlie Brown, Lucy, Peppermint Patty and
others — could now engage MetLife’s business customers on a deeper and more
empathetic level. Their anxieties in “Peanuts World” directly related to the
anxieties of decision-makers in the real world.

        The subheads draw a connection between the insights expressed in their quotes
to the MetLife solution. And the messaging recalls the new positioning by
showing how the featured solution — whether a product, service, tool or study —
contributes to their readers’ ultimate desire for confidence.  

        In a departure from previous campaigns, the target was also expanded to reach
CEOs and CFOs. Ads were run for the first time in places like Fortune and
CNNMoney.com to raise the level of awareness of MetLife and its competitive
advantages in high-profile venues.

        One example of this campaign’s success could be seen in MetLife’s advertising
for its 8th Annual Study of Employee Benefits Trends. Downloads of their
industry-wide study increased 765% over the number of downloads in 2009. It
also proved significantly more efficient with a cost-per-download dropping from
hundreds of dollars to just $51.

        By allowing Peanuts characters to speak in their latest Employee Benefits
campaign, MetLife has given more than a new look to its long-standing Peanuts
advertising, they’ve given it a whole new voice. And, that voice is resonating
with its audience and generating real results and significant buzz.

    List hyperlinks to online work samples, videos, images, presentations, news stories, press releases, or other documents that illustrate and support your campaign. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

        http://showcase.bernstein-rein.com/metlife/stevieAwards/

    Provide a brief biography of the leader of the team that planned and executed this advertising campaign (up to 100 words):

        MetLife, Inc. is a leading global provider of insurance, annuities and employee
benefit programs, serving 90 million customers in over 60 countries.  Through
its subsidiaries and affiliates, MetLife holds leading market positions in the
United States, Japan, Latin America, Asia Pacific, Europe and the Middle East.