Friday, January 8, 2016

Will celebs help Voya convince Millennials to save?

ING has rebranded themselves as Voya.  Interesting name selection, don't you think? 

And they have secured Allison Janney and Jesse Tyler Ferguson to help connect with their target. (Faw, 2016)

A few weeks ago when we discussed Prudential's Gen X focused effort, which attempts to use social proof for persuasion,

several Millennials expressed the opinion that the ramifications of not saving might be more persuasive.  And, that given their attraction to celebrities, it might make sense to use one.  At the time I thought - it should be pretty easy to find a down on their luck celebrity to feature, they're probably on a new reality show.

But, as this commercial shows that is not the gist of this effort.  

Which makes me wonder why they picked the celebs they did.  What do you think?  Do you relate to them?  Will you save more with Voya?

Faw, L. (2016, January 5)  Celebs Help Promote Voya Financial in New Ads.  Retrieved January 8, 2016, from

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