TIAA-CREF Urges: 'Become Your Future You'

by , Sep 20, 2010, 5:46 PM
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TIAA-CREF

TIAA-CREF is launching an integrated marketing campaign, urging clients and potential clients to "Become Your Future You."

The company, which is a financial services provider to the academic, government and non-profit fields, is seeking to "fight the inertia" surrounding retirement savings by asking viewers to imagine their futures.

The campaign will run throughout the fall in TV, radio, print and online. The TV spot launched Sept. 18 on the CBS "TIAA-CREF College Football Today" pre-game show and the national telecast of the Florida-Tennessee NCAA Football game.

This is the first time the company is using real TIAA-CREF advisors in the commercials and not actors. Various elements of the campaign will feature advisors talking about how they partner with clients to plan through the key parts of life and realize their ambitions.

"We're featuring our own employees, speaking from the heart about how they work with their clients to help them achieve their goals and aspirations," Connie K. Weaver, TIAA-CREF's chief marketing officer, tells Marketing Daily.

One TV spot features TIAA-CREF financial consultant Kelly Kratz of Lawrence, Kan. discussing her interactions with clients and how she helps them pursue their aspirations. "Everybody's dream is different," she says in the commercial. "As a TIAA-CREF advisor, what I tell clients is that you're investing for the long term so that they actually have a road map to those dreams."

The campaign website, becomeyourfutureyou.org, offers information on how TIAA-CREF helps clients "become" who they want to be and realize what they want to achieve. It also will feature a series of videos that demystifies such financial challenges as how to pursue your passions and still save for retirement, how to avoid running out of money, and how to make savings work harder. Social media includes Facebook (www.facebook.com/tiaa-cref) and YouTube (www.youtube.com/tiaacref1), as well as Twitter (www.twitter.com/TC_Talks).

The campaign was created by TIAA-CREF and Digitas, New York. The "how-to" videos for the campaign were produced by TIAA-CREF and Howcast Media, Inc.

1 comment on "TIAA-CREF Urges: 'Become Your Future You' ".

  1. Kevin Horne from Lairig Marketing
    commented on: September 23, 2010 at 1:54 p.m.

    "We're featuring our own employees, speaking from the heart about how they work with their clients to help them achieve their goals and aspirations,"

    See Ameriprise, beginning of 2010. Same exact strategy. Do those spots even run anymore?

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