We created new financial tools
We dispensed with the traditional retirement calculators and created a set of unique interactive tools and games to highlight our behavioural challenges. For instance, “The Game of Odds” proved we innately believe that bad things “won’t happen to me” - a bias that means we rarely protect ourselves financially against the pitfalls of life.
we Conducted Social Experiments
We partnered with leading universities to create social experiments rooted in behavioural insights. One experiment invited neuroscientist, Tali Sharot, to host a talk on Optimism Bias - our biological tendency to think optimistically. She spoke at length about how we often ignore the risks right in front of us. During intermission, we filmed the audience unknowingly as they risked their money on a blatantly faulty vending machine.
WE GAVE Existing studies new life
Existing studies were brought to life in animated videos and interactive whitepapers. One recent study suggested we view our future selves as strangers, and therefore don’t do much to care for them. It was high time to introduce ourselves, to our future selves.
We challenged the definition of retiremenT
“Chapter Two” was a campaign about retirees who see their retirement as a new beginning. To prove it, they didn’t just star in the campaign, they created it. Carol Lewis, a retired postal worker, fulfilled her dream of becoming a director. Jennifer McKinley provided the soundtrack, realising her life-long ambition of becoming a musician. Retired bank examiner, Mike Tiscia, hand-painted our billboards. And retired executive, Maj Kalfus, returned to her first love, illustration, in partnership with The New Yorker.
WE ran for a good cause : ourselves.
Finally, we raised awareness for the retirement crisis like you might for any cause: with a run - only this time, the cause you ran for was you. And the entry fee? A commitment to donate just one percent more of your income to your retirement.
Over the course of 4 years, our experiments, videos, whitepapers, and tools increased brand perception by 25%, consideration by 72%, and made Prudential a true industry thought leader.
