“We name [Prudential’s] tone ‘unshakeable optimism,’” Nolan added. “We’re not speaking about what you would lose however what there’s to guard, and making an attempt to maintain it upbeat.”
Constructing a long-lasting platform
This marketing campaign will run throughout social, digital, and out-of-home. Prudential can also be introducing instruments for monetary advisors and employers, interactive AI experiences, and social content material that debunks dangerous monetary recommendation on-line.
Although he’s been round because the Nineteen Eighties, Bizarre Al’s cameo is well timed. The musician has greater than 936,000 followers on TikTok and just lately appeared on this 12 months’s Bare Gun film.
After Bizarre Al, the marketing campaign’s idea will stretch past one execution and canopy different themes, Nolan mentioned. “We’ve cracked a correct model platform—one that may final for years.”
The 150-year-old firm has lengthy positioned itself as “the rock” for shoppers, however “Defend Your Life’s Work” marries that legacy with a extra trendy, emotional method.
“The fantastic thing about the platform is it leaves room for the model to evolve and modernize, just by connecting to what folks care about at any second in time,” Nolan mentioned.
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