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. mediapost.com. Retrieved January 8, 2016, from
http://www.mediapost.com/publications/article/265960/celebs-help-promote-voya-financial-in-new-ads.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=89155
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