DIRECT MARKETING

John Hancock
direct mail campaign

Targeted to brokers and salespeople, this was the first in a campaign of impact mailings created to generate excitement about a new John Hancock annuity product that featured a constantly changing “magic” high-commission rate. The package included a custom-designed deck of playing cards along with instructions for a card trick. Each subsequent mailing to announce a new featured rate contained a new card trick.

John Hancock Mutual Life Insurance Company provides insurance and financial products and services nationally and internationally.