CUNA Mutual Group
Launching a fixed annuity product is a crowded, commodity-driven space. Most of them look and sound the same. MaxProtect had something genuinely different to offer—competitive rates, lower fees, guaranteed growth potential—and our job was to make advisors actually pay attention.
As art director and lead designer on the CUNA business, I concepted and designed the full campaign: a three-part direct mail drip, email sequence and LinkedIn video ads. The strategic territory we landed on was "predictability", the idea that in an unpredictable market, MaxProtect was the investment vehicle advisors could count on to deliver certainty to their clients.
Each piece in the direct mail series built on that idea. The first was a postcard focused on rates and reliability. The second was a trifold that went deeper on the concept, anchored around the line "predictability in retirement is possible." For the third piece, I wanted something that would stand out the moment the envelope was opened, so I designed a spinner card, a nod to a View-Master, where advisors would spin through and land on the same forecast every time. A little unexpected for financial services, which was exactly the point.
MaxProtect finished the year at nearly $63M in sales against a $14M goal.
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