MetLife

 

Challenge

A MetLife commissioned survey revealed a lack of a personal touch among their new mom policy holders. We were directed to correct the situation.

 

Solution

We proposed two approaches each based on highly personalized, hard to ignore creative. Both focused on the moms desire to protect their new child. The first wrapped each new policy in a Peanuts branded blanket. The second told the story through a personalized Peanuts comic strip wherein the Peanuts characters was re-named with her children’s names. 

 

Results

MetLife tested the two packages and the Peanuts blanket was chosen. Post introduction survey results indicated the new mom policy holders loved the blanket, received it as a high touch moment, and so the perception of MetLife was measurably improved.