Life insurance is a low-interest/high avoidance category. Nobody wants to think about it, let alone pay attention to an ad about it. John Hancock asked us to get more people into the funnel for life insurance, so we co-opted the look and language of lifestyle brands to create interest and intrigue for our audience.

Results:
+433% in quote completions
+25% in policies sold YOY
+30% in online quote starts
+97% in site visits