OMA Insurance begins new campaign
By Adnews Staff
OMA Insurance has begun a new advertising campaign focusing on its advantages for doctors when compared to conventional insurance companies. OMA Insurance is a division of the Ontario Medical Association. The campaign was developed by Yield Branding of Toronto. This is the agency's first work for the client since winning the account last year. The creative depicts "light-hearted experiences all doctors share," and uses the tagline, "All for doctors. Not for profit." The initiative includes trade print advertising, direct marketing, a video, a website at <http://www.omainsurance.com> and collateral materials. It will run through the end of the year.
"Doctors have seen plenty of typical, generic insurance advertising," said Chris Torbay, creative director of Yield Branding. "So we needed to behave differently if we were going to convince them that we really are different. The cartoon style uses a tonality that respects their intelligence and plays off a lot of preconceptions about insurance. It's funny how often you see similar cartoons taped up in doctors' offices. The tongue-in-cheek humour is very universal with this group."