November 02, 2009

Sun Life Financial Launches First National Branding Campaign

Get to Know Sun Life” Ads Introduce U.S. Market to
Sun Life Financial’s Rich Heritage and Financial Strength

WELLESLEY, Mass. (November 2, 2009) - The U.S. division of Sun Life Financial Inc. (NYSE:SLF, TSX:SLF) today announced it has launched its first integrated brand and marketing campaign aimed at a national U.S. audience. The “Get to Know Sun Life” campaign is comprised of television, print and online advertisements and a campaign website that engages consumers through a variety of mainstream and social media channels. The goal of the national effort is to increase awareness of Sun Life Financial among consumers and financial advisors in the U.S., with a focus on the strength and heritage of the organization.

“Sun Life Financial has a 144 year-old record of financial security, over 20 million customers worldwide, and excellent financial strength ratings, yet U.S. consumers are not familiar with our brand. The ‘Get to Know Sun Life’ campaign is the first step in introducing our company to a broader audience,” said Jon Boscia, President, Sun Life Financial. “While light-hearted in approach, the campaign also leverages Sun Life’s optimistic and straight-forward positioning that we use in our every-day business to help empower our customers to plan confidently for their financial futures.”

“Get to Know Sun Life” Television, Print and Online Advertising
The campaign’s series of television advertisements follow the mission of two Sun Life Financial employees who are determined to make Sun Life Financial a household name. The two reps, also called the “Sun Life Guys,” look for ways to elevate the company’s profile by trying to modify well-known "Sun" brands to incorporate “Sun Life.” They start by asking KC and The Sunshine Band to change their name to KC and The Sun Life Band.

“Get to Know Sun Life” launched November 1, with two television advertisements airing on a variety of cable and television networks, including NFL games on CBS. The first television spots feature KC and the Sunshine Band and the Florida Board of Tourism's Sunshine State slogan. In 2010, Sun Life Financial will introduce two additional television advertisements.

Complementary print and online advertising components also appear on a broad range of news, business and sports publications and online outlets. The animated online advertisements feature the Sun Life Guys and carry out themes featured in the commercials. Campaign Microsite and Viral Extensions
The campaign microsite allows visitors to view the advertisements and learn more about the Sun Life Guys and their mission.

The site will incorporate viral videos that chronicle the Sun Life Guys’ journey. During their trek, the campaign will utilize social mediums to encourage consumers to interact with the Sun Life Guys through Twitter, Facebook and Flickr.

“Sun Life Financial uses a fun and interactive approach to introducing consumers to our company,” said Priscilla Brown, Senior Vice President, Head of U.S. Marketing for Sun Life Financial. Especially important in the current economic climate, our advertisements give consumers and financial intermediaries a sense of Sun Life’s financial strength and great history of empowering customers.”

Sun Life Financial developed the campaign in partnership with the Martin Agency and BrandFirst Entertainment of Richmond, VA. Viral videos and social media extensions were created in partnership with Dandelion. Kirt Gunn directed the television spots and served as lead writer and director of the viral videos.

“This is a dream partner for us,” said Bruce Kelley, Partner and Vice Chairman of The Martin Agency. “Getting consumers to take a fresh look at a venerable brand is among our favorite assignments and we’ve had the good fortune to tackle similar projects for ‘household’ names like Walmart, GEICO, Hanes and UPS. Our goal is to help elevate awareness of Sun Life with consumers and financial advisors across the U.S."

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. Its U.S. business focuses on the delivery of innovative protection and wealth accumulation products including, annuities, life insurance and employee benefits.

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. As of June 30, 2009, the Sun Life Financial group of companies had total assets under management of US $341.9 billion. Sun Life Financial Inc. trades on the Toronto (TSX), New York (NYSE) and Philippine (PSE) stock exchanges under ticker symbol SLF. Visit Sun Life Financial's website at

About The Martin Agency / BrandFirst Entertainment
Headquartered in Richmond, VA, The Martin Agency is a full-service agency offering unified advertising, media, direct response, interactive, data analytics and branded content. Some clients include BFGoodrich, Discover Financial,,, GEICO, Hanes, PING, Sun Life Financial, The American Cancer Society, UPS, Walmart and ESPN's X Games. BrandFirst Entertainment is a division of The Martin Agency specializing in branded content and brand publicity. BrandFirst Entertainment provides customized creation, development and distribution of original content and brand integrations into entertainment properties.

About Dandelion
Launched in November 2008, Dandelion is an independent company dedicated to creating programming and entertainment sponsored by brands. The company is founded on the concept of reciprocity, the idea that marketers should provide their audiences with meaningful entertainment and interactions instead of interruptions. Dandelion is the first company in the emerging field of branded content to offer competencies in content strategy, content development, film and video production, and digital messaging. Staffed with industry-leading creative talent from the disciplines of television, film, publishing, advertising, and branded entertainment, Dandelion has the capability to produce content across all forms of media, including television, film, digital, and print.

Julie DiCarlo
Sun Life Financial


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