Last fall, John Hancock introduced their “Life Comes Next” series of advertisements. This particular series of ads piqued my interest enough to email the entire office about it and, since I don’t think I can express my thoughts any better than I did in that initial email, I figured I’d just let y’all read it. Here goes:
OK…so I’m watching a little HGTV this morning while I edit wedding pictures and a John Hancock commercial comes on that I actually watch… but it’s only half a commercial… to see the ending you have to go to hancocknext.com.
When you get there, there are 4 different commercials, each with 3 different endings. The commercial I saw was “The Call” but, of course, I wound up watching them all. :).
I felt like it was pretty ingenious all the way around. Obviously they’re an insurance company, so all the different endings touch on the “what ifs” in life along with stats about “being prepared” and how they can get you there… AND one of the big reasons I kept watching is because they seemed so “real”…the situations, the people, etc.
I’m guessing it achieved their desired result, because it sucked me in and got me to spend a good 5 minutes on their website… and, of course, now I’m sharing it with you all!
If you didn’t follow the link earlier, I sincerely encourage you to do so now – just go to hancocknext.com. There are four scenarios, each with three endings – if you have time, watch them all. In my opinion, these work so well because:
1. They’re so incredibly intriguing. Look at what happened with me – I was just minding my own business, watching a little HGTV while I was editing some photos when all of a sudden the first half of “The Call” aired. I actually stopped everything I was doing to hop onto John Hancock’s website to see what it was all about.
2. They’re amazingly captivating. Once I watched the first ending for “The Call”, I had to watch the others. And then, of course, I watched all the others. Some of them gave me goose bumps. Others made me smile. And, there were several that made me tear up.
3. They’re impressively compelling. Seriously, though – aren’t they? As you were watching, how many of these situations could you envision yourself in? For me, it was virtually all of them. And, I would guess that most people in their 30’s, 40’s, and 50’s would probably say about the same. These ads simultaneously terrified me and made me want to call my husband right then and there to make sure that we were doing everything we could to ensure our financial security.
That email was sent out to my lovely team members here at Transformation Marketing on September 25th of last year. I kept it because it was so impactful that I wanted to be able to remember and reference it (and also because I’m an email hoarder). And, lo and behold, here we are, eight months later, and I’m still thinking about it…I’d say the advertising campaign did its job quite well, wouldn’t you???
If you’re looking for a way to make your company or business stand out from the crowd, give us a call. Transformation Marketing in Panama, Nebraska is a full service agency that specializing in creating the perfect campaign for you!