John Hancock Promises

“We made the story behind the television ads”

John Hancock engaged Teehan+Lax to help bring its new brand online. We created a brand microsite and a broad mix of both standard and rich media ad units. The ads included streaming video and audio ads leveraging the existing commercial spots, plus standard Flash-based ads that drove to the website jhthefutureisyours.com. We also created an ad unit that would allow users to download a John Hancock brochure directly from the banner, so that they wouldn’t have to leave the page they were on.

The key was to ensure that our placements of the various media were tactically and strategically appropriate to the pages on which they resided. Because some of the pages were task-oriented, we felt that less intrusive units were more appropriate; by contrast, for the pages that were more geared toward exploration and browsing, we offered more immersive ad content.