John Hancock Vitality
John Hancock Vitality:
John Hancock created a life insurance product called Vitality that rewards users for the healthy things they do, like eating well and exercising. No one has every been floored by life insurance so we knew we had to do something different.
By hinging on the everyday things people do to be healthy, John Hancock Vitality is less like a life insurance product and more like a lifestyle brand. So, we launched it as one. We co-opted the look and feel of sports, apparel, and wellness brands and launched a 360 campaign that turned life insurance on its head.