By Will Waugh
I'd like to call people's attention to Lincoln Financial's online video series Hello Future Films which allows the user to choose their path towards retirement with subtle hints of product offerings. This is a clever execution that delivers on their messaging of 'owning the optimism of the future.' It is also consistent with the trend we are seeing with advertisers as content producers and distributors.
The big challenge: As a financial services firm in an industry that had veered towards commoditization, how could they break through the clutter of traditional media.
Key insight: Baby boomers approach the world optimistically and retirement is not a conclusion for them but rather a fresh start.
Behind Lincoln Financial Group’s new media play is an established brand positioning that fortifies both their consumer objectives and financial intermediary objectives - Retirement is being redefined. It’s not an end, but a series of transitions that requires smart products and solutions to help clients achieve continued success.
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