MetLife wanted to raise awareness of their predominantly American brand in conjunction with its launch and expansion in the UK.
Paragon assisted in their global sponsorship programme with strategic advice and the setting of objectives for their campaign. After analysing target audience data and key objectives it was clear there was an obvious cross over with cricket as a key passion point for their target audience.
As part of the campaign, Paragon created a partnership program with legendary cricketer Andrew Strauss. As MetLife’s brand ambassador, Andrew had their logo on his bat for all matches he played which in turn lead to a significant increase in awareness of the MetLife brand across the UK market. Andrew reinforced the brand and its messaging through a series of appearances at key MetLife events with their key customers.