Yield Branding is launching their first work for OMA Insurance, the insurance division of the Ontario Medical Association, after winning the account in 2013. The campaign focuses on OMA Insurance’s unique advantages for doctors versus conventional insurance companies.
“OMA Insurance is not-for-profit,” says Bruce Palmer, Managing Director at OMA Insurance. “So right away, we can focus our insurance solutions on meeting the needs of our member doctors at every career stage, rather than hard-selling them individual insurance products just to make the bottom line.” The campaign is united under the tagline, “Not for profit. All for doctors” and connects with doctors through a cartoon style of imagery that draws on the common light-hearted experiences all doctors share.
“Doctors have seen plenty of typical, generic insurance advertising“ said Chris Torbay, Creative Director at Yield Branding. “So we needed to behave differently if we were going to convince them that we really are different. The cartoon style uses a tonality that respects their intelligence and plays off a lot of preconceptions about insurance. And it’s funny how often you see similar cartoons taped up in doctors’ offices. The tongue-in-cheek humour is very universal with this group.”
The campaign runs through the balance of 2014 and includes a new website, a launch video, extensive direct marketing, and collateral materials, as well as a series of trade print ads.
Yield’s other clients include Porsche, 407 ETR, The Guarantee Company, Cowan Insurance, Community Foundations of Canada, Richardson GMP, Blair Franklin, Knightsbridge, BLG, Mud Hero, OTN, and Hello Health.
For more information, please contact: Ted Nation, 416-588-4958 x245, tnation@yieldbranding.com
