Freedome 55 series#
Freedome 55 tv#

'Early retirement, it is not relevant, sometimes desirable, or even attainable,' said Leslie McCallum, president and chief executive officer of Bright Red Communications Inc., which has been the agency of record for Freedom 55 since 2003. The first concept is for customers to define their own sense of freedom, and only those who visit the website will see that it is Freedom 55. Instead it is aiming to expand that brand identity with an unbranded campaign. Since the goodwill was still there and brand awareness was strong, the company decided not to retire the Freedom 55 brand. The company's research in the run-up to the new campaign showed that, as a result of years of advertising, people strongly associated the Freedom 55 brand with early retirement вЂ“ and would frequently make comments in focus groups such as 'Freedom 85,' or 'Freedom 55 is not possible.' But the research also showed that the firm's customers generally blamed this unattainable retirement goal on the broader economic climate and not on the insurer's performance. 'It has to be rooted in reality, otherwise people will disengage, and get distracted by the grandness of it all,' said Alf Goodall, senior vice-president of marketing at London Life. In place of a logo, the ads direct people to the tellusyourfreedom.ca website.ДЇor London Life, the shift in its marketing strategy is an attempt to reckon with a growing climate of economic uncertainty, which made its brand positioning in the past less relevant or attainable for many Canadians.

Freedome 55 series#

Instead, a series of ads asks, 'What does your freedom look like?' The ads will appear nationally online, in newspapers, and in out-of-home spaces such as transit, in restaurants and gyms, and on digital spaces in office towers and subways. But the new 13-week campaign includes no TV, and pushes the Freedom 55 banner into the background.

Freedome 55 tv#

For years, it marketed itself as more than an insurance company with an aggressive TV presence touting its wealth management and financial planning services вЂ“ complete with spry 50-somethings relaxing amid palm trees or on a yacht. is taking the unusual step of running an unbranded campaign. A new ad campaign launching on Monday hopes to speak to a new generation, for whom retirement even at 65 may seem like a stretch.