Manulife has launched what it describes as its biggest national marketing effort ever, with the latest phase of its push around Vitality, a new life insurance program that rewards customers for making healthy lifestyle choices.
The campaign first began at Toronto’s Yonge-Dundas Square in late September, where Toronto Argonauts legend Michael “Pinball” Clemons invited people into a makeshift boxing ring to spell out what they live for by hitting a keyboard made out of punching bags.
The activation, which was documented in an online video, was based around the idea of staying healthy for the things you live for – be it your family, your pets, your community or Sunday dinners. The activations also included free bike tune-ups and giveaways from stress-relievers to pedometres to healthy snacks from apple carts around the square. A similar activation was also done in Montreal, featuring Canadian women’s hockey coach Danièle Sauvageau and Olympic figure skater Joannie Rochette.