Modem Media Canada simplifies life insurance online
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Modem Media’s Toronto office has been retained by Manulife Financial as its Internet media partner for ManulifeDirect.

Last year, Manulife Financial launched ManulifeDirect to give Canadians a convenient new way to research and apply for life insurance on the Internet. Through ManulifeDirect’s interactive tools, consumers can learn about term life insurance, assess their needs, get an instant quote and apply when it’s convenient - all from the comfort of their own home. For those who require more support, either a customer service representative or an advisor can meet with them in person.

“ManulifeDirect is all about giving quality information, service and value to consumers who are interested in researching and buying term life insurance,” said Stephani Risk, vice president, ManulifeDirect. “Modem Media’s expertise in online media is key in helping to drive traffic to our site. ManulifeDirect is committed to serving consumers’ evolving online needs and we’re confident that Modem Media Canada will help us deliver on that commitment.”

As part of its relationship with ManulifeDirect, Modem Media Canada provided the online strategic consulting, media planning, buying and creative development for all online media, in both French and English languages. Throughout the six-week media campaign, Modem Media tested response rates and messaging, and made recommendations for longer-term affiliate partnerships. The online media efforts resulted in 62% of the user sessions from 23 October through to 3 December. The fall campaign was also supported by television and newspaper advertising, as well as a direct mail campaign and public relations.

“ManulifeDirect is a model example of our Me-business approach to finding the best solutions by focusing on our client’s customers first,” said Connie O’Brien, co-managing director, Modem Media Canada. “We’re pleased with the results of the campaign and excited about continuing to provide online strategic counsel for one of Canada’s largest insurance companies.”

ManulifeDirect and Manulife Financial are trademarks of The Manufacturers Life Insurance Company. Manulife Financial is a leading Canadian-based financial services company operating in 15 countries and territories worldwide. Through its extensive network of employees, agents and distribution partners, Manulife Financial offers clients a diverse range of financial protection products and wealth management services. Funds under management by Manulife Financial were $8.2 billion as at 31 December 2000.

Modem Media provides Internet strategy and end-to-end Me-business solutions to Fortune 500 companies and select Internet start-ups. As an Internet pioneer, Modem Media has been a driving force in the digital economy and is the exclusive developer of Me-business solutions, a unique customer-focused approach to Internet business. The company’s award-winning Internet-related services include strategic planning and consulting, engineering, visual and information design, media distribution and project management. With approximately 1,000 professionals worldwide, Modem Media has created customer-focused Internet solutions for global brands such as Citibank, General Electric, Weight Watchers, General Motors, Delta Air Lines, Philips, IBM, Michelin and JCPenney.

Manulife Financial

Modem Media


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