FutureBright Insurance Group Inc. hired Toronto direct response television agency Channel 500 to launch the company.
The agency competed with Toronto rival Northern Lights for the insurance marketing firm's account. Spend was not disclosed.
“The mandate is really to educate consumers on critical illness insurance and how to drive people to an 800 number or a URL to get more information,” said Gwen Deverell, vice president of Channel 500.
FutureBright's campaign will debut in early summer with one- and two-minute DRTV spots. Online marketing will support the effort.
Targeting Canada's aging population segment, FutureBright is working with insurers and reinsurers to develop three products. Marketed under the FutureBright Living Benefits name, the products are FutureHealth, FutureSafe and Care Navigator.
The DRTV spots will initially promote FutureSafe.
Other clients of Channel 500 include Nature Conservancy of Canada and Ford Ontario Dealers Association.