Prudential / The Challenge Lab

May 12

Empowering people to prepare for retirement.

This campaign for Prudential was based on an unprecedented nationwide finding: most people are not saving enough money for retirement. Take one look at the financial tools we use, and its easy to understand why. Most financial calculators are cold, overly complicated and have designs that only a mathematician could love. The team started by focusing less on number crunching and more on human behavior to create tools that teach how behaviors can impede progress toward financial security and what we can do about it. The campaign ultimately demystified complicated retirement math into more relatable human equations, because the more we understand why we make decisions, the better we’ll be able to plan for retirement.

RESULTS: Campaign elements included everything from live events filmed and edited into TV spots—including a Super Bowl spot, social, interactive tools, OOH, a website featuring over 100 pieces of content; and was awarded a Cannes Titanium Lion, Gold and Silver Cannes Lions, Cannes Cyber Lions, a D&AD Graphite Pencil, Effie Awards for Sustained Success, Andy Awards Gold, Webby Awards, One Show recognition, and a Clio shortlist for various parts of the campaign. Press coverage spanned Ad Age, Fast Company, Adweek, Chief Marketer, MediaPost, BusinessWire, WARC, John Oliver Last Week Tonight and Radio & Television Business Report. With Ad Age reporting Prudential's results showing a 25% increase in overall brand impressions and 72% lift in consideration, the campaign redefined what was possible in financial services marketing.