Genworth Financial Canada faced an interesting challenge. As the second entrant in the recently deregulated area of mortgage insurance, Genworth needed to unseat the widely-held notion that the government-owned CMHC was the only player in the market.View the work.
Our creative response was to give Genworth a decidedly approachable, non-governmental positioning: “The Homeownership Company.”
We extended the Genworth positioning into consumer television, radio, and print advertising, as well as trade advertising and promotions, including sponsorship of specific industry events. We used plain language, wordplay, and a touch of humour to keep the brand grounded and make it easy to like.