Sun Life was transitioning to a new business model focused on group and voluntary benefits, and a new promise.
The promise: all it takes is one moment of clarity about what really matters in life--who and what we love--to wake up to the benefit of benefits.
A traditional campaign of print, banners and spot television was just the beginning. We began a year-long program of special events at trade shows created in partnership with publishers like Inc., the Wall Street Journal, Harvard Business Review and Forbes. These events generatedfilms, special articles, white papers and a microsite housing all the content.
The year culimnated with the Sun Life Wake Up Summit, a special live event and webcast focused on healthcare reform, hosted by Juan Williams and featuring Affordable Care Act expert Jonathan Gruber. Attendance far exceeded Sun Life's expectations and set a new bar for customer engagement.
We have since hosted two additional Summit's for Sun Life, the largest at the Sun Life Stadium in Miami, where we featured the writes of Freakonomics.
