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Great West Life begins HelloLife campaign

Winnipeg-based insurance company Great West Life has begun an advertising campaign in support of the launch of a new brand called HelloLife. The brand and its associated product, a guaranteed income retirement plan, are aimed primarily at consumers who are apprehensive and uncertain about the effectiveness of their retirement planning.

The brand and marketing campaign were developed by Camp Jefferson of Toronto. The assignment includes the development of the name, logo, brand identity and communication program. The launch campaign includes a 45-second television commercial depicting a man saying his goodbyes on his last day of work before retirement. This is accompanied by print ads, digital materials and a series of online videos posted at <>. A separate set of materials is aimed at financial advisors. Media buying for the campaign is being conducted by Jungle Media.

"You can spend and outshout the competition in the financial category, but still not make a connection with people because you're not relating to the emotions they're experiencing," said Paul Little, executive creative director at Camp Jefferson. "We felt a more positive and calm approach that related to the emotions of leaving the workplace and facing the uncertainty that comes with starting something new in life would connect on a more human level."

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