Term Life Insurance Lead Generation

Client: Fortune 100 Insurance Company

Role: Creative Direction, Design, Copy

When a long-time client came to us seeking a fresh new lead generation campaign -- including a micro-site, email, display and search marketing creatives, I sought to keep the designs clean and bright, while bringing more diversity into the campaign.

Over the next several years, this open, blue sky design, which featured very little copy, and leveraged brand colors and copious white space held it's ground as the new control for lead generation campaigns.

Email and display creatives designed to pair with the micro-site showcased diverse families and bright, graphic designs while employing tried and true direct marketing tactics-- from active language and clear offers to problem/solution syllogisms where we implemented longer passages of copy.

Additional contributions from: Don Jackson