Voya Financial is launching a campaign that focuses on both retirement and personal finance strategies.
The ads, from BBDO Atlanta, encourage consumers to get organized today so they can be better prepared for retirement tomorrow
Similar to last year’s effort, the new spots feature the orange money origami animals “Val” the squirrel and “Vern” the rabbit as a metaphor for saving for retirement. In addition, green money animals are introduced to represent the money Americans can use to cover their daily expenses today to be better prepared for tomorrow.
The campaign portrays a larger personal finance message that encompasses the present and the future, says Paul Gennaro, SVP of brand and corporate communications and chief communications officer at Voya Financial.
“To ensure these ads continue to resonate with our audience, Voya has been a big proponent of an integrated marketing approach,” Gennaro tells Marketing Daily. “Our goal is to help all working Americans get financially organized today, to live comfortably tomorrow. That starts with an easy-to-understand consumer experience across all channels — in person, over the phone, on the web, or through mobile.”
The approach has resulted in increased brand awareness, with more than half of the people who know Voya as a brand recognizing that it is a company that serves the retirement market, he adds.
“We want all Americans to understand that it’s never too early — or too late — to plan for retirement, so we have continued to focus on reaching consumers of all ages,” Gennaro says. “We are executing a plan that includes a robust presence on a variety of channels, including television commercials, digital advertising and social media activities so that we can effectively reach different age groups.”
The integrated campaign will be supported across various channels, including digital, mobile, search and social media. The TV spots will air on news channels, lifestyle networks, cable properties and high-profile sports programming such as professional baseball and football, collegiate football and basketball and tennis tournaments.
The first spot, “Park Bench” debuted January 2, and the second will follow in the coming weeks.
“These ads provide a witty approach to helping consumers understand the concept of saving for retirement while reinforcing Voya’s commitment to helping Americans build a secure financial future,” Gennaro says.