With inflation, the pandemic, and a fluctuating market, the last few years have really taken a toll on people’s confidence in the future. Our focus groups told us that our target is looking forward to retirement and that having a financial partner they can trust helps dispel the doubts they may have. With that in mind, we focused the campaign on how this trust and confidence allows you to go ahead and start thinking about, and even enjoying, retirement.
Our research also showed that they are wanting their lives to continue to have meaning beyond leisure time. So we focused on telling relatable and inspiring stories. In one spot, our hero envisions his retirement as a time to bring his leadership skills to a local youth soccer team. In the other, a woman dreams of her Irish heritage and having the time to pass it along to her future granddaughter. In both scenarios, it’s the peace of mind of a trusted financial partner that allows them the freedom to start enjoying their plans.
