• by Tanya Gazdik , May 30, 2013

Sun Life Financial is launching a campaign that invites consumers to “Wake Up to the Benefit of Benefits.”

The effort, from Doremus New York, includes TV, print, digital, social and events.

For nearly 150 years, the financial services company has  protected clients' most precious assets -- loved ones, possessions and lifestyle. The campaign for the U.S. business group of Sun Life Financial Inc. seeks to further expand the carrier’s position in group and voluntary  employee benefits.

It is aimed at helping people understand why employee benefits matter, including small and large employers and their employees, insurance brokers, human resource decision-makers and Sun Life employees.

TV launched at the end of April in select local markets on news programming on major broadcast (ABC, CBS, NBC) and cable networks (CNN, CNBC, ESPN, Fox News) and at www.sunlife.com/wakeup.

While the advertising will be seen across a range of channels, a key aspect of the campaign centers around “custom content partnerships” with top business and consumer publishers, including Forbes, the Harvard Business Review, Inc., Psychology Today and The Wall Street Journal.

These media partners will develop “big picture” perspectives on employee benefit and workplace issues, which employers and brokers are not getting anywhere else. This content will be rolled out at industry and Sun Life-hosted events throughout the year.

 “We engaged Doremus last year to help us reach our target market and to be viewed as the most customer-centric and efficient benefits solution provider for every broker, business owner, HR executive and employee in America,” said Roberta Ruel, assistant vice president of brand and creative marketing for Sun Life Financial, in a release. “We want to change the benefits conversation and ‘Wake Up’ is the campaign that will help us achieve this overarching mandate.”