Vanguard
Getting people to care about retirement is tricky. It either feels too far away or too daunting. For the mutual fund giant Vanguard, our approach was to time-shift the benefits of smart retirement planning from the distant future to the present. This came through in everything from film to interactive infographics.
The message was clear: planning for retirement with a company where you belong will benefit your here and now.
$1 Million is Closer Than You Think
The Vanguard uber-brief was to make investing goals feel more attainable. One way we answered was with an interactive experience broke all kinds of NY Times benchmarks.
Where Investors Belong
This campaign began with a bet we made with ourselves, that Vanguard customers, who adhere to a set it and forget approach to retirement, are probably more present in their own lives. We did some research and this turned out to not only be true but statistically significant enough to fuel a campaign.
It’s Only Natural
Sometimes human impulses get in the way of smart investing, a truth that powered this campaign for Vanguard’s advisory services.
Case Study
Our relationship with Vanguard help make it one of the biggest players in the business, at one point pulling in more than everyone else in the category combined. We did this while improving ROI and cost per acquisition and gaining recognition for the marketing team in Ad Age’s Marketer’s A-List.