This Canadian insurer believed that its 10 Year Term Life Insurance product could be attractive to a variety of target audiences. To help test this, we created four distinct ads for the product, each targeted to a specific audience highlighting the need for insurance and the benefits of having it at their particular life stage.
Young adults with newborns
Seniors with grown children about to face retirement
Homeowners with young children
Young, career-minded married or partnered couples
The test was conducted entirely online.
The emails were designed according to the brand guidelines of TD Insurance and personalised according to each audience with different images and copy.