For
years insurance companies have tried to get people to save more money for
retirement with little success. In fact,
according to a recent study the situation is "worse than you thought,"
and the average American couple has only $5,000 saved. (Malito, 2017)
Back
in December 2015, Prudential launched a new campaign focusing on social proof
as a means of persuasion. You can look
at the commercial here...
My
students that semester had high hopes for the campaign. You can read their comments here...
But
since that campaign was discontinued, and I can find no trace of it currently
on the website, one has to assume it was not effective.
And
now it is being replaced by a new campaign.
According to Niharika Shah, VP head of brand marketing and advertising
"rather than throwing out stats and facts the formula allows us to tell a
people-powered story." (Pasquarelli, 2017)
You
can look at the new commercial here...
So,
what do you think? Which of the approaches
that we discussed in class last night are they using? Are they using them well? Do you think they will be successful this
time? Or are Millennials more likely to
use new disrupter brands such as Ladder, Fabric and Tomorrow?
Malito,
A. (2017, May 20) It’s worse than you thought: Americans are drastically
under-saved for retirement. marketwatch.com. Retrieved September 6, 2017, from
Pasquarelli,
A. (2017, September 1) Prudential Taps Real-Life Couples to Push Retirement
Services. adage.com. Retrieved September 6, 2017, from http://adage.com/article/cmo-strategy/prudential/310313/
