Manulife Investments IncomePlus launch

The Background
In October '06, Manulife Investments launched IncomePlus, a revolutionary new investment product.

The Challenge
Create top-of-mind awareness and understanding in both investor and advisor target audiences and compel them to want to find out more. The campaign was 90 days in length.

The Strategy
Presented a visual metaphor that communicated "Turning investment thinking on its head" using television and print media.

The Result
At the end of 90 days, product sales were 40 times higher than the estimate made by the client at launch. Research validated 82% recall in the target groups.