On the heels of a recession, many were paralyzed with fear and indifference. So how do you convince people to take an active interest in their financial planning? This 360 campaign provoked people to think about their aspirations for the future and embrace the possibilities. Not only did this campaign win the account away from Modernista for Digitas, it improbably got produced and drove a record amount of sign-ups.
TV, Print & Radio:
Year of production: 2023. Running Time: 2:30 min
Color / Sound / Subtitled
The work showed how the company’s proven long-term investment approach could help people attain their dreams. This multi-channel platform engaged people and empowering them to shape a more secure financial future with the guidance of TIAA-CREF.
Microsite & Video Content:
Traditional, digital, social efforts, and a useful mobile app inspired people to take action. This campaign drove real results increasing app engagement, advisor appointments, and account funding or activity. The mobile app helped people create a budget and evaluate whether they're on track. The What's It Worth tool shows how slightly adjusting daily spending habits could help achieve your goals.
Content, posts, and promotions drove engagement on social media. Not only did this inspire user generated content, but it also made more people see how TIAA-CREF helps you: Become your future you.