Manulife Canada: Uncover The Mortgage Truth

Manulife Bank, the Canadian bank, increased mortgage sales through a program designed to drive consumers through the purchase journey, starting with a movie-like trailer.

Campaign details

Agency: Mindshare CanadaAdvertiser: Manulife CanadaCategory: Underdog

Section I — Case Parameters

Business Results Period (Consecutive Months): May 2017 – July 2017Start of Advertising/Communication Effort: April 2017 – June 2017Base Period as a Benchmark: Same period, prior year: May 2016 – July 2016Geographic Area: National including Quebec FrenchBudget for this effort: $3 – $4 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

With just over 1% market share, Manulife Bank is an underdog in the...

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