- Tuesday, Jan. 14, 2014
Hawthorne Direct, a full service brand response advertising agency, has created and produced a new Direct Response Television campaign promoting a product of the Gerber Life Insurance company. The announcement was made today by Chief Operations Officer Jessica Hawthorne-Castro, Hawthorne Direct.
For the new campaign, Hawthorne Direct created a series of :30 and :60 spots to promote the Gerber Life College Plan, a product of Gerber Life Insurance Company. In these spots, a family financial expert is seen discussing the future costs of college tuition, and how parents must begin planning now, to combat the skyrocketing costs of college which are sure to confront them in the future.
Regarding the new campaign, David Rosenbluth, Vice President, Product and Consumer Marketing, Gerber Life Insurance Company, said, "We brought this important new initiative to Hawthorne Direct because of their proven expertise in the Direct Response Television advertising space. Our objective with this new campaign was to create a sense of urgency by explaining to parents the importance of starting to save their money for college now, while their child is still young. We want parents to know that the Gerber Life College Plan can help them achieve this goal."
Adds Hawthorne-Castro, COO, Hawthorne Direct, "Our goal with this campaign was to address the challenges that many parents face today, and to stress to them the idea that, by starting to save even just a small amount of their money now, potential student loan debt in the future will be significantly reduced. The mandate here was to convey the idea that it's important to start saving early, while your child is still young. The Gerber Life College Plan provides a safe, guaranteed way to start saving for college today, without stock market risk."
Chief Creative Officer John Pucci, Hawthorne Direct, said, "We wanted to develop authentic new creative for the Gerber Life Insurance DRTV campaign, in an effort to trigger significant viewer response, and to obtain an increased volume of qualified respondents. The new spots were designed to create a sense of urgency -- to get parents to think about financing their children's future education needs. The campaign urges viewers to call or go online, so they may obtain more information about the great benefits the Gerber Life College Plan can provide for their family."
About Gerber Life Insurance
Since 1967, the Gerber Life Insurance Company has provided quality life insurance, especially for young families on a limited budget. As a financially separate affiliate of the Gerber Products Company, "the baby food people," the two companies share a common goal: to help parents raise happy, healthy children.
Gerber Life Insurance has an additional goal. It is the company's mission to be the brand that parents trust to help them achieve financial security and protection for their families. By providing affordable, industry-leading juvenile life insurance and other insurance products, Gerber Life strives to give its customers the comfort and peace of mind they deserve.
Today, the Gerber Life Insurance Company is licensed to provide life insurance throughout the United States, Canada and Puerto Rico. The company has more than $40 billion of life insurance in force, and helps provide financial security to over 3 million people. Gerber Life has insurance products available for people at every stage of life.
The Gerber Life College Plan provides:
- Guaranteed growth without stock market risk
- Adult life insurance protection for extra security
- Plans available from $10,000 to $150,000, payable in 10 - 20 years
- Flexibility to use the money paid at maturity, for any purpose, not just college
Please see: www.gerberlife.com/college for additional information.
About Hawthorne Direct
Hawthorne Direct is a full service brand response advertising agency, specializing in strategic planning, creative development, production, media planning, buying and analytics, and campaign management for integrated marketing campaigns. With nearly 30 years of proven excellence in brand response, the agency combines persuasive brand messaging with best-in-class analytic systems to create accountable, high performance advertising campaigns.
Hawthorne Direct has developed successful award-winning campaigns for brands such as 3M, Armor All, Bose, Black & Decker, Hamilton Beach, Pella, SanDisk, Transamerica, United Healthcare, and more.
The agency is headquartered in Los Angeles, with the founding office located in the Midwest. Hawthorne Direct was founded in 1986 by Timothy R. Hawthorne, who serves as Chairman/CEO. Hawthorne's daughter, Jessica Hawthorne-Castro, today holds the post of COO. For more information, please visit www.hawthornedirect.com and also on LinkedIn here.