Tomorrow New York Life will launch their new campaign aimed at maturing Millennials, i.e. Adults 25-34. As they have noted this group is entering some of the life stages that typically lead to insurance purchases - marrying, buying a home and having children. So it is time for them to begin outreach. (Gazdik, 2016)
They have chosen to take a humorous approach, with video spots featuring Demetri Martin. You can check the first one out here.
Last winter Prudential launched their new Millennial focused campaign with an entirely different strategy, focusing on Millennials' competitive spirit and need to belong. Here is a blog that I wrote about it , with comments from last year's class.
Do you think either effort will be successful? Why? Is humor a good approach? What about creating challenges? Can you think of a different approach that might be more successful?
Gazdik, T. (2016, September 15) New York Life Targets Millennials. mediapost.com. Retrieved September 16, 2016, fromhttp://www.mediapost.com/publications/article/284740/new-york-life-targets-millennials.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=96397