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.
Conducted Social Experiments
We partnered with professors from leading universities to create social experiments rooted in our key behavioral insights. And we asked renowned neuroscientist, Tali Sharot, to host a talk on Optimism Bias - our biological tendency to think optimistically. Of course, that too was an experiment. She spoke at length about how our Optimism Bias leads us to ignore the risks right in front of us, then paused for intermission and we secretly watched as the audience gambled their money on a blatantly faulty vending machine.
GAVE Existing studies new life
Existing studies were brought to life in captivating videos and whitepapers, including a recent study that suggests we view our future selves as strangers, and therefore don’t do much to care for them. So we decided it was high time to introduce ourselves, to our future selves.
challenged the definition of retiremenT
“Chapter Two” is a content series about retirees who see retirement not as an ending, but as a beginning. To prove it, the retirees 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, realizing her life-long hope of becoming a symphony musician. Retired bank examiner, Mike Tiscia, hand-painted our NYC billboards. And retired magazine executive, Maj Kalfus, filled our New Yorker partnership by getting back to her first love, illustration.
And held a FUN RuN for a good cause : you.
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.
