Insurer’s ad campaign downsized for Kentucky Derby

Most advertising campaigns want to go big or trot home.

But not Massachusetts Mutual Life Insurance Co.’s latest stunt, set to unveil itself in miniature glory at Churchill Downs during this weekend’s Kentucky Derby, according to a post on the AdWeek website.

Dubbed “the world’s smallest” advertising campaign, the insurer will be featuring a series of miniature scenes throughout the venue this weekend, on roof beams and the infield, hoping that attendees can grab a sneak peek in a seek-and-find mission involving binoculars, as well-known to the race as the wide-brimmed hats.

The miniature approach to advertising its small-acts-leads-to-big-benefits promise is aligned with “the message of the campaign,” according to executives.

“As a leading life insurance brand, we are always considering new ways to interact with our consumers and touch their lives with powerful brand ideas. With this in mind, our partner Johannes Leonardo came up with an engaging activation campaign to illustrate our belief that small acts of mutuality can make a big difference for your financial future,” Jennifer Halloran, MassMutual head of brand and advertising, explained to AdWeek.