Insurance Company Launches Campaign to Recruit Independent Agents, Reinforcing the Excitement of Selling Insurance

Insurance provider Colonial Life, a leading provider of employee benefits for life’s unexpected moments, including accidents, illnesses, or injuries, today unveiled its “Dream Career” ad campaign designed to reshape perceptions of insurance sales.

Colonial Life’s “Dream Career” campaign.

Developed in collaboration with Colonial Life’s strategic advertising agency, Words From The Woods, the campaign humorously highlights why selling insurance could be more rewarding and fulfilling than perceived “dream jobs,” such as a professional athlete or an astronaut. Starting today, ads will run across connected TV, digital, and social platforms over the next three months.

Colonial Life’s latest campaign aims to shift perceptions about the insurance industry, challenging the stereotype that selling insurance is mundane or uninspiring. Blending wit, insight and real-life stories, the ads depict the excitement and fulfillment inherent in helping others prepare for life’s unexpected twists and turns. The featured advantages of an insurance sales career came directly from Colonial Life independent agents themselves, and the aspects of a sales career and insurance company that make their daily lives both fulfilling and rewarding. This includes being your own boss, stacking your own cash and doing work that matters.

“By reframing insurance sales as an exhilarating and rewarding profession, Colonial Life hopes to attract top talent and inspire existing agents to celebrate their meaningful work.”

Colonial Life

“Working in insurance seems like a mundane job, but at Colonial Life, we know that being an independent agent is actually a dream career for many reasons,” said Michelle White, VP of Marketing at Colonial Life. “Our ‘Dream Career’ campaign highlights the unique opportunities and rewards that come with being an independent agent, from flexible schedules to unlimited earning potential. By reframing insurance sales as an exhilarating and rewarding profession, Colonial Life hopes to attract top talent and inspire existing agents to celebrate their meaningful work.”

In addition to the ads placed by Colonial Life’s media partner, Fan Out Media, the “Dream Career” campaign includes an Agent Acquisition Toolkit. The toolkit arms Colonial Life’s existing independent agents with the right resources to leverage their existing social networks to attract new recruits. This includes digital creative assets from the campaign to post on LinkedIn and instructions to make the most engaging videos to share their personal story about achieving their real dream career.

“We were blown away by how genuinely enthusiastic and passionate Colonial Life’s agents are about their careers and knew immediately they would be the best ambassadors for the brand,” said Meranne Behrends, co-founder and CEO of Words From The Woods. “Our goal with the ‘Dream Career’ campaign was to first, shake up outdated and inaccurate perceptions of the industry, then inject a fresh dose of excitement and inspiration into the world of insurance sales by putting Colonial Life’s agents at the center. We’re proud this narrative challenges conventional perceptions and showcases Colonial Life as the ultimate destination for aspiring agents. Unlike most insurance ad campaigns, this is not just about selling insurance—it’s about transforming lives through a career of helping people.”

To view the first :30 ad click here and to watch the rest of the “Dream Career” campaign follow Colonial Life on LinkedIn.


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