"Keep Good Going" is the tagline and rallying cry for New York Life's new campaign. The Facebook announcement includes a Twitter hashtag and the call to action, "What inspires you? There is good all around us, and at New York Life, we believe in perpetuating that good. The people, words, videos and stories on this page have touched and inspired us. #KeepGoodGoing"
The Facebook and Twitter push promotes to a microsite featuring "found" video and photographs in "Snapshots" that highlight a cross-section of ages and customers. The digital hub for the campaign also invites visitors to ponder life lessons such as "#27 Be the man your dog thinks you are" and then share the life lessons that means the most to them.
"At New York Life, everything we do is to help keep good going," opines the voice-over at the end of the spot which the Insurance & Tech blog deemed “valuable for the message that it sends about the role of insurance in stabilizing society. This may seem an academic, tangential observation but the insurance industry is in a constant PR battle.”
New York Life, a Fortune 100 company, founded in 1845, is the largest mutual life insurance company in the United States and one of the largest in the world, putting the brand in leaderboard position to humanize a business that consumers see as huge and somewhat arcane, if not somewhat sobering.
“We want our friends, families and present and future customers to see us for the company our employees and agents know we are — a company that does the right things for the right reasons,” stated Liz McCarthy, SVP and head of Corporate Communications, New York Life, in a press release about the integrated campaign.
The TV, print, digital and OOH campaign from Euro RSCG New York uses real footage of parents and kids and their ancestors. The first two spots, “Parallels,” and “Snapshots,” show that the most important things in life don’t change over time and many different types of people make up a family.
The TV commercials will run on network, cable and local television during major sports events such as NFL and SEC college football games as well as during primetime, accompanied by print, digital and outdoor ads featuring “life lessons” that illustrate the good things people do every day, such as #84: “Be one of life’s designated drivers” (a toddler on the front of her mother’s bike) or #17: “If you love someone, act on it” (a man with a bouquet of flowers).
Print ads will appear in Time, Newsweek, U.S. News & World Report, People, Parents, Redbook, Money and Kiplinger’s with OOH buys in multi-city “station dominations” and billboards in New York, Boston, San Francisco, Philadelphia, and Chicago, Seattle, Sacramento and Cleveland.
“We’re in a highly regulated business that has historically been mired in its own jargon,” said McCarthy. “To achieve our primary goal of connecting with consumers, we need to have a conversation with them. They have to understand us and trust us.”
The microsite's Twitter and Facebook buttons invite users to share a slideshow or life lessons of their own as well as explore product options via a "Talk to Us" link connecting consumers to agents. Using social and digital tools to engage and encourage storytelling and humanize brands has been a trend for some time; witness Volkswagen's "Why VW?" campaign that also launched this week.
“Technology is providing new ways of opening discussions, demonstrating insurance's utility and even creating new kinds of value, such as building useful data about hazards of everyday life, whether related to health risks and disease management or about geographical risks and the performance of building materials,” notes Insurance Tech.
For a company selling hope against the (let's face it) worst things in life, New York Life has crafted a positive message with an accessible digital and social channel that will benefit the brand and the industry, celebrating good and assuaging alarm, both benchmarks of an effective campaign.
Below, more of the "Keep Good Going" print executions: