MassMutual Retirement Services: Creative Gets Glowing Reviews

Submitted by ckwebacct on Tue, 2011-07-12 14:21
The Challenge: 

When promoting retirement services to plan sponsors, MassMutual and most competitors took a company-centric approach, touting products, services and financial strength without expressing real, personal benefits to the target audience. The result was a market of parody. And little for the plan sponsor to grab hold of.

The Approach: 

A thorough deconstruction of the target audience mindset led us to the conclusion that plan sponsors operate in a world where a shortage of time and a complex task leaves them with an overwhelming sense of futility. Meanwhile, MassMutual’s breakthrough products give them more powerful tools for success in their daily tasks than just about any competitor.

In print campaigns and the web, we did more than just talk up this power. We illustrated it as a brilliant blue glow – an obvious nod to the corporate brand. We then, quite literally, put the power in the plan sponsor’s hands. The message was clear: MassMutual doesn’t just equal power. It equals empowerment.

The Results: 

Due to the campaign’s success and its positive reception internally, MassMutual is fighting to have Lang/Durham continue extending the “Blue Glow” campaign – at a time when those in other divisions want to replace all advertising with a “blanket” corporate message. Retirement Services has even adapted the concept of “The Power to...” as part of their overall positioning.