New Sun Life Campaign from Doremus Issues a “Wake Up” Call (to the Benefit of Benefits)
WELLESLEY, MA and NEW YORK, NY (May 28, 2013) – For nearly 150 years, Sun Life has protected client’s most precious assets – loved ones, possessions and lifestyle.
The U.S. business group of Sun Life Financial Inc. (NYSE:SLF, TSX:SLF) has launched an integrated campaign to further expand the carrier’s leading position in group and voluntary employee benefits. “Wake Up,” created by Doremus New York, is aimed at helping people understand why employee benefits matter, including small and large employers and their employees, insurance brokers, human resource decision-makers and Sun Life employees. Tapping multiple media markets, the campaign includes print, digital, social, events and TV to illustrate the benefit of Sun Life benefits, namely, plain talk, clear writing, prompt answers and timely payments.
Allison Womack, Managing Director of Doremus New York said, “It’s a privilege to work with Sun Life to build their brand and grow their business in the group and voluntary benefits space. They are committed to helping people protect what they love about their lives, and this campaign brings that commitment to life.”
TV launches at the end of April in select local markets on news programming on major broadcast (ABC, CBS, NBC) and cable networks (CNN, CNBC, ESPN, Fox News) and at www.sunlife.com/wakeup.
While the advertising will be seen across a range of channels, a key aspect of the campaign centers around “custom content partnerships” with top business and consumer publishers, including Forbes, the Harvard Business Review, Inc., Psychology Today, and the Wall Street Journal, among others. These partners will develop “big picture” perspectives on employee benefit and workplace issues which employers and brokers are not getting anywhere else. This content will be rolled out at industry and Sun Life-hosted events throughout the year.
Roberta Ruel, Assistant Vice President of Brand and Creative Marketing for Sun Life Financial said, “We engaged Doremus last year to help us reach our target market and to be viewed as the most customer-centric and efficient benefits solution provider for every broker, business owner, HR executive, and employee in America. We want to change the benefits conversation and ‘Wake Up’ is the campaign that will help us achieve this overarching mandate.”
Creative Director: Evelyn Neill
Copywriter: Maggie Powers
Art Director: Ellen Fitzgerald
Photographer: Ewan Burns
TV Director: Chris Wilcha
TV Production House: Park Pictures
About Sun Life Financial
Sun Life Financial is a leading international financial services organization providing a diverse range of protection and wealth accumulation products and services to individuals and corporate customers. Chartered in 1865, Sun Life Financial and its partners today have operations in key markets worldwide, including Canada, the United States, the United Kingdom, Ireland, Hong Kong, the Philippines, Japan, Indonesia, India, China, and Bermuda. In the United States and elsewhere, insurance products are offered by members of the Sun Life Financial group that are insurance companies. Sun Life Financial Inc., the holding company for the Sun Life Financial group of companies, is a public company. It is not an insurance company and does not offer insurance products for sale in the United States or elsewhere, and does not guarantee the obligations of its insurance company subsidiaries. In the United States, Sun Life Financial provides a range of products and services to employers and their employees, including Group and Voluntary Life, Disability, Dental, and Stop-Loss insurance products.
These products are issued by Sun Life Assurance Company of Canada in all states except New York. In New York, these products are issued by Sun Life Insurance and Annuity Company of New York. Product offerings may not be available in all states and may vary depending on state laws and regulations. Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE), and Philippine (PSE) stock exchanges under the ticker symbol SLF. For more information, please visit www.sunlife.com/us.
Doremus (http://www.doremus.com) is a specialist in a world of generalists. With offices in every major business center: New York, San Francisco, London, Frankfurt, Hong Kong, and Beijing, Doremus specializes in business communications, helping companies align their communications with their business objectives. Doremus does this by leveraging a unique understanding of the complexity of their clients’ industries and audiences, and translating that into compelling business-building solutions. BtoB magazine, the leading publication in business communications, has consistently named Doremus as one of its “Top Agencies” every year for the past decade.
Doremus is a part of Diversified Agency Services, a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com).
About Diversified Agency Services and Omnicom
Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC) (www.omnicomgroup.com), manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.
About Omnicom Group Inc.
Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
Sun Life Financial
SLPC 24928, approved 5/13 (exp. 5/18)