Metropolitan Life - Call a Friend Campaign


Campaign: Call a Friend Campaign
Brand: Metropolitan Life
Client: Metropolitan Life România
Submitted by: MRM//McCann România



Metropolitan Life needed to sale it’s “As you want it” life insurance in a market where people didn’t consider life insurance relevant. Research showed that most Romanians feel they are already “life insured”. They felt they could always rely on friends & family in case of an emergency. The business objective was to grow the life insurance penetration from 37% to 50% by the end of the campaign.


People were right to think that their friends & family will help them in their time of need. However, this might not hold true when the help is required for longer periods of time (months, years etc.).
Based on this, we created a social experiment, asking people to call their friends/family and see if they could help
them with more “unreasonable” demands – like taking care of their children for years vs over weekend.


The experiment helped people see life insurance from a different, more relevant perspective. This translated directly into business results – by the end of the campaign, the penetration rate was 55% making it Metropolitan Life’s most efficient digital campaign to date.


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