Savings Bank Mutual Life Insurance Company (SBLI)

January - April 2025

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OVERVIEW

The Savings Bank Mutual Life Insurance Company (SBLI) is a Massachusetts-based life insurer focused on accessible, empathetic service. Pierce-Coté / Regan Communications has partnered with SBLI since 1996, providing public relations, branding, creative, traditional and digital advertising, media planning and placement, sponsorships, and spokesperson partnerships.

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CHALLENGE

Pierce-Coté / Regan Communications was tasked with positioning SBLI in the Boston market to demystify life insurance, build consumer trust, and drive new policy applications among adults in key life stages while communicating financial strength and accessibility.

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RESULTS

  • The campaign dramatically strengthened market awareness and trust by reinforcing SBLI’s empathetic positioning alongside its AM Best “A (Excellent)” financial rating.
  • Increased lead volume and new policy applications during the campaign period, contributing to SBLI’s acquisition objectives and long-term brand consideration.

Creative

January – April 2025  · 

Digital & outdoor billboards

Two message lines rotating across the Boston market. Both set in an editorial serif with the italic carrying the emphasis, which distances the brand from category convention.

  • SBLI billboard reading Insurance for life with a father kissing a newborn baby.
    “Insurance for life” — father and newborn Wide horizontal ratio. Copy left, image right, one call to action.
  • SBLI billboard reading Insurance for life with a mother and laughing child.
    “Insurance for life” — mother and child Same layout, warmer moment. Laughter rather than tenderness.
  • SBLI billboard reading Simply better life insurance with an embracing couple.
    “Simply better life insurance” Second message line, positioned against category complexity.

Transit advertising

Interior and exterior transit formats. Shorter dwell time than outdoor, so several executions drop the sub-line and let a single phrase and one face do the work.

  • SBLI transit ad reading Born in Massachusetts, Built for life, with two children sledding.
    “Born in Massachusetts. Built for life.” The local-proof execution — the only line that names the market directly.
  • SBLI transit ad reading Simply better life insurance with a couple in a sunflower field.
    “Simply better life insurance” — sunflowers Adult-couple frame extending the campaign past young families.
  • SBLI transit ad reading Insurance for life with a child in a crocheted hat laughing.
    “Insurance for life” — crocheted hat Close crop, high energy. Type overlaps the image edge.
  • SBLI transit ad reading Simply better life insurance with two children in winter coats on a bench.
    “Simply better life insurance” — winter Two children on a bench. Headline set on a single line across the top.
  • SBLI transit ad reading Insurance for life with a mother and newborn.
    “Insurance for life” — newborn Quietest execution in the set. Type sits low and small.

Broadcast, OTT & radio

Thirty-second spots cut for television and connected TV, with matching fifteen-second radio reads. Male and female versions ran in rotation to widen the demographic reach of the same script.

  • 30s TV / OTT — male read Broadcast and connected TV cut.
  • 30s TV / OTT — female read Same script and picture, alternate voice for rotation.
  • 15s radio — male read
  • 15s radio — female read

Transit animation

An animated interior card cycling the three words of the headline, each paired with a different family moment — so a single unit delivers the whole campaign to a seated rider.

  • Three-frame cycle “Insurance” / “for” / “life” across three panels, each with its own image.