Industrial Alliance Launches an Original and Unique TV Ad Campaign

QUEBEC CITY, Sept. 23, 2002 – Beginning on September 24, Industrial Alliance Insurance and Financial Services will start airing a unique and original advertising campaign on major French language television networks. The TV commercial is a cartoon animation featuring an elephant, the Company’s symbol, which is presented in the same style as the one on the Industrial Alliance logo. The simple, uncluttered and creative ad also introduces a new slogan: “Votre vie sur toute la ligne” (In Line with Your Life), which faithfully reflects the Company’s mission to accompany its clients throughout the course of their lives.

“The ad is very different from what is normally presented on television by companies in the insurance and financial services sector,” stated Jean Routhier, Communications Director, Industrial Alliance. “It features the Company’s best known symbol, an elephant, following a path – a line – that is punctuated with various events. These events refer to the dreams people have at different stages in life – dreams of a home, a family, a comfortable retirement. We believe that the ad’s use of the elephant will allow a rapid association with Industrial Alliance. Its overall theme will also help promote the complete range of products and services offered by the Company.”

Industrial Alliance chose an original concept created by Isabelle Cardinal as the core of its new TV ad campaign. The Company also called upon the help of animation experts known internationally for the quality of their work, including Pascal Blais Productions and producer Cordell Barker. The ad’s uncluttered style, subtle humour, upbeat music and soothing colours will allow the Company to stand out in today’s television environment.

Industrial Alliance is a life and health insurance company offering a full line of insurance products and financial services. The seventh largest life and health insurance company in Canada, Industrial Alliance insures over 1.5 million Canadians, employs more than 2,000 people and manages over $16 billion in assets.