New York Life last week announced a comprehensive advertising campaign that will utilize all traditional mediums and platforms as well as emerging ones to “perpetuate the good” in people’s lives.
The campaign, developed by Euro RSCG New York, will focus around the theme, “Keep Good Going.” Employing “found” video and photographic images that will evoke moments of good throughout life, the campaign hopes that audiences make the connection between the happiness of family life and the security that New York Life products offer.
“Snapshots,” one element of the campaign, will showcase a collection of actual photographs that focus on the varying types of people that compose families.
The television campaign will be featured on network, cable and local television stations purposefully during times when families gather, such as Thanksgiving and New Year’s Day.
Print, digital and outdoor ads featuring “life lessons” will be used to enrich the television campaign. Hoping to show in a simple and authentic way the good that people do for each other during the minutiae of everyday life, the campaign will showcase the human interactions that are used to cultivate memories and forge relationships and commitments. The campaign will also feature a major outdoor component including multi-city “station dominations” that will canvas train stations and digital billboards.
Covering all of their bases, there will also be a muscular online campaign that will leverage online video, digital display sponsorships and social media. “Mini movies” comprised of “found” footage will also run online.
“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. Our products and services, and the customized advice our agents provide, help people do that for their loved ones every day,” said Liz McCarthy, senior vice president and head of corporate communications.