John Hancock

How John Hancock Sparked a Fresh Outlook on Life Insurance

The Situation

Life insurance isn’t just a serious subject – it also can be difficult for many consumers to understand. So, when John Hancock rolled out the HealthyFood initiative as part of their Vitality program, they knew it would be important to communicate the many benefits to consumers – many of whom are hesitant to start the conversation. That’s why they turned to experiential marketing.

Our Strategy & Activation

To make the topic more lively, educational, and accessible, we needed to create an experience that brought the HealthyFood initiative to life in a fun and interactive way. Our vision? Sparking a fresh outlook on life insurance by engaging with consumers directly.

Inside New York City’s Grand Central Terminal at Vanderbilt Hall, we brought the ideas fueling the HealthyFood initiative to life through the John Hancock Vitality Marketplace.

Mimicking the look and feel of a grocery store, the marketplace included six separate stations, each of which offered a decisions that consumers are confronted with on a daily basis. Looking for a light snack? Choose between avocado on a cracker or jelly on toast. And so, with each of these decisions, consumers racked up points to earn prizes ranging from vegetable-shaped stress balls to mini blenders.

No activation is complete without social sharing, so consumers were encourage to snap a photo alongside our 12’ x 12’ grocery basket, filled to the brim with life-sized fruits and veggies. The team also leveraged a partnership with celebrity chef and “Top Chef” judge, Tom Colicchio, who provided on-site cooking demos and advice on healthy eating.

The Results

Ultimately, the one-day event saw 4,500 attendees visit the marketplace, with each staying for an average of 24 minutes. And, alongside agency partner Weber Shandwick, the John Hancock Vitality Marketplace earned a media placement in USA Today, leading to a total of 710 million impressions.