Investments and Insurance Face-off in Co-operators' NHL Playoffs Campaign

Co-operators wants investors to consider a more holistic approach when it comes to their financial future. To promote their unique ability to offer both investments and life insurance, Co-operators is launching a national television campaign airing during the NHL playoffs, partnering with Angry Butterfly. 

The campaign features two fifteen second commercials that dramatise how investing is just one part of what an investor should consider when thinking about their family’s future.

“It’s important to find a creative approach that can break through in a relevant way but also drive our business’ point of difference, both of which this work does so wonderfully,” said Cindy Wong, vice president, marketing and communications, co-operators. “The hockey metaphors add a playful yet engaging touch to our story, while effectively conveying our approach to helping Canadians build holistic investment and insurance plans.” 

The first commercial features a family who is (emotionally) invested in one hockey team, but also have a ‘backup’ team to root for as an insurance plan - just in case. The second film has a Co-operators’ advisor using an interesting device to explain to clients how a holistic financial approach can work well together. 

“When you are advertising to Canadians while they watch the NHL playoffs, you’d better make sure it’s relevant,” says Lori Rayner, AVP brand. “I love how fun these are, while really delivering on what makes Co-operators different in a memorable and unexpected way.” 

The strategy and creative were led by Angry Butterfly. 

“When it comes to investing, there are so many brands that are saying the same thing,” said Adam Notzl-Keysor, VP, executive creative director, Angry Butterfly. “It was refreshing to have a brief that was founded in a truly unique offering. Our team had a lot of fun bringing this idea to life.” 

The media duties were led by Epitaph and will run nationally throughout the NHL playoffs. Production was executed by Sparks, while post was a combination of The Editorial Factory (edit), REDLAB (colour/online) and Grayson Matthews (audio).