FCS AWARDS METLIFE FINANCIAL MARKETER OF THE YEAR FOR "STRAIGHT STORY ON LIFE INSURANCE" CAMPAIGN
NEW YORK, NY - January 27, 2011 – The Financial Communications Society has named MetLife the 2010 Financial Marketer of the Year for the success of its “Straight Story on Life Insurance” campaign. The award recognizes the financial services marketing program that drove outstanding business results in 2010.
The FCS award highlights MetLife’s industry-leading position in identifying and addressing the critical questions consumers face when purchasing life insurance. Every year, half of all middle-market Americans say they plan to buy life insurance. However, only a small fraction get past concerns about how much insurance they need, cost, sales pressure and other worries to actually buy a policy.
MetLife created new online tools and content to educate consumers, and aligned both traditional and online marketing to draw consumers into a new, low-pressure and user-friendly buying experience. Focusing on MetLife.com, the company developed an integrated program to guide the customers’ journey, from research to purchase, and fuel the new direct sales channel.
“Providing helpful tools, clear information and a simple purchase process online made it easier for consumers to find and buy the products they need,” said Beth Hirschhorn, Chief Marketing Officer at MetLife. “This initiative succeeded in increasing brand preference, response rates, leads, and most importantly, sales.”
MetLife and primary project partner Neo@Ogilvy, along with Y&R and MEC, created and optimized online and traditional marketing programs, including banner and television ads, online video, search engine marketing, and social media.
“MetLife drove outstanding business results by connecting a strong brand with the rigor of performance marketing,” said Sean Muzzy, Managing Director, North America at Neo@Ogilvy. "This is truly a case where our ability to deliver superior results was fueled by a brand that is honestly committed to helping consumers make smarter choices."
The award will be presented to Beth Hirschhorn at a gala luncheon sponsored by CNBC at the New York Yacht Club on January 27, 2011.
MetLife, Inc. is a leading global provider of insurance, annuities and employee benefit programs, serving 90 million customers in over 60 countries. Through its subsidiaries and affiliates, MetLife holds leading market positions in the United States, Japan, Latin America, Asia Pacific, Europe and the Middle East. For more information, visit www.metlife.com.