CUNA Mutual Group
Launching a fixed annuity product is a competitive market; they’re typically commodity products, offering similar features to conservative investors. However, MaxProtect offered something more: guaranteed growth potential from competitive rates and lower fees. This campaign needed to break through the clutter of communication and engage advisors with a product that could help their clients.
As the art director and lead designer for the CUNA business, I concepted, designed and oversaw the execution of all assets for this campaign. Assets included a direct mail and email drip campaign and targeted social videos.
MaxProtect reached almost $63M in sales, far exceeding the $14M sales goal for that year.
Direct Mail #1 Postcard: Good rates with nice numbers are attractive, but they’re also fleeting. What our research showed us was advisors wanted to offer their clients certainty — not simply the idea that clients’ money was secure but also that it was going to perform in a way they could count on.
Direct Mail #2 Tri-Fold: The concept our team landed on was “predictability” — the message that MaxProtect was an ideal way for advisors to deliver clients an investment vehicle they could rely on, day-in and day-out, regardless of market conditions. Each execution supported the core idea that “predictability in retirement is possible.”
Direct Mail #3 Spinner Card: For the final direct mail piece, I wanted something that would stand out as soon as the advisor opened the envelope. What I landed on was a take on a View-Master (hey, I'm a 90s kid!) As they spin the card, they're met with the same forecast, reiterating the predictability of MaxProtect.
Compilation of three LinkedIn campaign video ads.
Agency: McGuffin Creative Group