Posted by Shirley Brady on February 12, 2012 07:45 PM
MetLife debuts the musical TV commercial above — featuring Charlie Brown's piano-loving buddy Schroeder and a lovestruck Lucy — during tonight's CBS broadcast of the Grammy awards. It's a continuation of its Super Bowl debut last weekend, with a spot titled "Everyone" that featured the Peanuts gang and 56 other cartoon characters and a new tagline ("I can do this") for the brand. Find out more on the campaign below.
The advertising campaign continues the theme from the Super Bowl ad (watch below) which delivered the message that everyone, everywhere, should have access to the financial security they need, and getting it doesn't have to be difficult.
"Schroeder playing in an auditorium is a metaphor for our business and the financial security people need," Richard Hong, VP of global brand and marketing services for MetLife, told brandchannel. "We're developing new ways to work with us that are easier for getting the insurance you need."
As for how the Super Bowl spot did for the brand, Hong added: "In terms of leads to our website, electronic leads are up by 25%, the call center numbers were up as well. We were thrilled to make the top third in the USA Today (Super Bowl) ad meter, and internally, this campaign — of which (the Game Day spot) is just the first spot — has turned into an internal rallying cry for our employees."
Next up in the campaign: "Three commercials which really get more tactical — that we're offering an altogether new way to buy insurance online (because) we're able to underwrite policies in a single-session purchase on our website."