MassMutual & Boston Red Sox
Hidden Language
Hidden Language
Starting in 2023, MassMutual signed a 10-year ‘signature partner’ contract with the Boston Red Sox. Year 1 established awareness and garnered excitement for fans and producers around this new deal. for year 2, MassMutual wanted to leverage the sponsorship as a business-driving opportunity to attract and retain customers and producers across all channels and B2B audiences.
Our objective was to leverage the Red Sox as a platform for long-term customer growth and to position MassMutual as a premium brand that their existing partners and prospective producers and brokers want to work with and for.
The Concept: Baseball has a language all it’s own. To win here you need to know the language and the rules. It takes an expert, like the Head Coach to be your guide. When it comes to insurance knowing the language means you know how to win. And while there are no guarantees in life, having a seasoned professional who can show you the ropes makes all the difference.
Our solution was to create a series of spots for MassMutual’s 4 internal distribution channels combining in a humorous tone the ‘sign’ language of baseball and the language of MassMutual insurance products. A second spot highlighted the different perspectives needed to get more informed results.
Subscribe to the 4040 Newsletter
