Our Work
Pacific Life Insurance Company
Client Objective
Pacific Life's challenge was to effectively increase brand awareness among its affluent target audience in the relatively low interest life insurance category.
Mediaspot Solution
Mediaspot worked closely with Pacific Life to create a customized multiple parameter demographic metric to determine which media would be most effective in reaching its primary target. Mediaspot then developed unique integrated solutions for each selected medium to increase measurable brand awareness with every investment.
Pacific Life Game Summary Feature in ABC College Football
• Unprecedented Color Advertisements
Mediaspot pioneered the unprecedented use of color advertising in the editorial section of the Wall Street Journal, the section with the highest readership after the front page. This was a first in the history of this prestigious national publication. Overcoming multiple production roadblocks, Mediaspot and the Wall Street Journal developed this exclusive breakthrough opportunity available only to Pacific Life.
• Integrated In-program Cable Television News Features
Integrating Pacific Life into prime-time cable news, Mediaspot conceived and implemented the only live, over-anchor, animated billboards that are in-program. These animated, in-studio billboards shared the screen with prominent news anchors on the two leading cable news networks and reached target viewers at maximum attentiveness during program content.
• Exclusive In-program Network Television Sports Features
Mediaspot developed the only multiple sponsored feature to air in each of the second, third, and fourth quarters in all ABC regular season college football telecasts, creating frequent brand exposure for Pacific Life during play in high-profile sports events. This feature aired in-action three times during each telecast and is exclusive to Pacific Life.
• Title Sponsorships
Mediaspot negotiated title sponsorships to provide intense branding experiences in association with premier partners. Pacific Life is the inaugural and sole sponsor to date of the intercollegiate Pacific Life Pac-10 Men's Basketball Tournament. Pacific Life is also the first unified title sponsor of the Pacific Life Open, which has grown to be the 5th largest attended tennis event in the world.
Results
Measured through its proprietary tracking studies, Pacific Life's overall brand awareness has more than doubled since the inception of its national advertising program.