Home > Encyclopedia of Major Marketing Campaigns > John Hancock Mutual Life Insurance Company

• REAL LIFE, REAL ANSWERS Campaign
• Kudos
• Further Reading

John Hancock Pi.
Boston
Massachusetts
02117-0111
USA
tel: (617)572-6000
fax: (617)572-6639
website: http://www.johnhancock.com

REAL LIFE, REAL ANSWERS Campaign

Overview

Misunderstood by some and initially feared by the company's own agents, the "Real Life, Real Answers" campaign hit home with the public. This emotional, image-shifting campaign for the John Hancock Mutual Life Insurance Company by Hill, Holiday, Connors, Cosmopulos aroused strong response, strong sales, and many imitators.

Launched in several U.S. newsweeklies in late 1985, the black-and-white campaign transported the viewer...