MetLife Bank

Project Description

Challenge

MetLife charged LCI with:

  • Driving media mindshare for three MetLife divisions, including MetLife Auto & Home, MetLife Bank and MetLife Tech & Ops
  • Building positive consumer awareness for MetLife brands and their unique offerings
  • Positioning MetLife as one of the nation's leading providers of personal insurance
  • Enhancing MetLife's volume of positive media hits
  • Creating PR outreach to reinforce branding for all three MetLife divisions

Strategy

LCI built consumer awareness around MetLife Auto & Home by identifying seasonal hooks and providing consumer advice, such as "MetLife presents safe grilling tips on the Fourth of July." LCI also leveraged the summer wedding season to highlight MetLife's ID Theft Resolution Services, stressing the need for consumer ID protection during this period of increased vulnerability.

To promote MetLife Bank's position as a leading provider of reverse mortgages in the US, LCI highlighted the Federal Housing Administration's launch of the HECM for Purchase program, which allows seniors to finance a second home using a reverse mortgage. LCI leveraged the down economy to position HECM for Purchase as a tool to help seniors to be financially secure. LCI secured a Wall Street Journal feature highlighting MetLife Bank as a top lender.

Prior to engaging with LCI, MetLife had limited exposure in the technical space. To highlight MetLife's innovative technological capabilities, LCI promoted MetLife's virtualization and telepresence programs. In doing so, LCI moved MetLife Tech & Ops away from a "value sustaining" model to a "value creating" model in which MetLife uses envelope-pushing technology to reduce its carbon footprint, streamline and cut down on duplication.

Results

LCI increased national and regional media mindshare in every key market for all three MetLife divisions, successfully reinforcing MetLife branding. Key media coverage included The Wall Street Journal and specifically targeted regional media such as San Antonio Express, Orange County Register, Times-Picayune, Cincinnati Enquirer and Kansas City Star, among others. MetLife Auto & Home appeared on Sirius XM Satellite Radio, KSEE, Bay Area News Group, San Francisco Chronicle, Sacramento Bee, San Diego Union Tribune, and the Green Bay Press-Gazette, among others. LCI also secured coverage for MetLife Tech & Ops in targeted trade publications, including CIO, Insurance Journal, Search CIO Journal and Claims Technology.

Project Details

Date:

Client:

Skills:

Category: