Industrial Alliance begins consumer campaign
By Adnews Staff
Toronto-based Industrial Alliance Insurance and Financial Services and IA Clarington Investments have begun a joint advertising campaign intended to raise awareness of the brands in Canada. The campaign includes national newspaper advertising, supported by out-of-home and trade ads. It will run through the spring and then again in the fall. A campaign website has also been constructed at <http://www.apartneryoucantrust.ca>. The creative uses the visual theme of the elephant, which appears in the logos of both companies. The animal is intended to represent strength, longevity, loyalty, sense of family and sense of responsibility. The campaign uses photographs of elephants in the wild. Each execution relates a characteristic of elephants to a product of the companies, including life insurance, investments, critical illness insurance, group insurance and group pensions, RRSPs and RESPs. "Even though Industrial Alliance is the fourth largest life and health insurance company in Canada and IA Clarington is a $7.6 billion mutual fund company, and both have strong brand recognition with distributors, neither has strong name recognition with the general public," said Brett Rathbone, associate vice-president of marketing and communications at IA Clarington. "Our aim is to become a household name in the financial services industry in Canada. We thought that if we could create a context for the elephant, linking it more directly to the services we provide, we could make a greater impact."