Freedom 55 Message Changing


    London Life’s Freedom 55 Financial brand has launched a new national multi-media advertising campaign that aims to inspire Canadians to plan to achieve their financial dreams, whatever they may be. The 13-week ad campaign includes online, newsprint, a micro-website with an advisor locator, out-of-home and transit, and digital space in office towers and subways, as well as signage in restaurants and fitness centres. These are the first new English-language ads since 2009 for the widely known brand that London Life introduced in the 1980s. Freedom 55 Financial has continually evolved to respond to changing client needs. For a long time, many people associated ‘financial freedom’ and, therefore, the brand, with early retirement. “Economic instability and changing demographics have made early retirement harder to achieve, but, more importantly, less compelling. Alf Goodall, senior vice-president, individual marketing, says “What’s important is how our clients define freedom. They tell us what. We’ll show them how.”