• by Tanya Gazdik , March 9, 2018

New York Life is launching a campaign that focuses on how the company’s solutions can flex with consumers’ ever-changing needs. 

“Start a Plan That Flexes With Yours” is an extension of the brand campaign, “Be Good at Life,” which is aimed at inspiring and enabling people to live better lives by assisting them to take control of their finances. 

The effort, created by Anomaly, New York, is grounded in New York Life research that found consumers know they need life insurance, but think of it as one-size-fits-all. They do not know how to get educated about solutions that can meet their unique life circumstances.

“Life can happen in many unexpected and different ways,” said Kari Axberg, vice president, New York Life, in a release. “The campaign shows how flexible our products and services can be by framing up limitless possibilities of personal ‘plans’ that adjust to each individual’s needs.”

The creative also showcases the importance of the guidance provided by New York Life’s 12,000 agents.

For example, one of the TV spots starts with, “You just don’t have a baby,” and then talks through various personalized situations including it could be your first baby, your third baby, your first baby in your second marriage or your first baby at 42 because you didn’t realize you wanted one until now. The spot acknowledges that life can happen a million different ways, so when it comes to one’s financial needs, people need a New York Life agent to “Start a Plan That Flexes With Yours.”

Another TV spot, “Nana’s Moving In,” focuses on what happens when your household suddenly expands to include a parent / grandparent.

The national campaign includes 30- and 15-second spots, digital media, and content on Facebook, Instagram, YouTube and Pinterest. An online engagement tool allows website visitors to create their own personalized plan and it offers educational material to get started.