Mindful of the diverse nature of the audience, we created a narrative-driven visual concept with a clear purpose that spoke to all – a journey into the future.
The concept had endless possibilities that could easily evolve through future campaigns – and the use of an inclusive gender- and ethnic-neutral character enabled plan participants to put themselves inside the journey.
The communications promoted an important key message – that plan participants can make a difference and take control of their retirement outcome, and that the organization is there to help them take positive steps towards achieving the lifestyle they want.
In line with the latest industry best-practice guidelines, our simple but effective one-page approach was designed to focus on the information that mattered most to members, in an easy-to-understand, engaging and consistent way. This helped plan participants to understand their current benefits. It also encouraged them to think about more than just the value of their account.
The information we provided was designed to show participants what they could get if they stayed in the plan until retirement. It was a powerful message that really emphasized the value of nurturing their financial health.
Finally, it was time for plan participants to think ownership, choice, and options… Clarity was everything here, so we placed the call to action front and center.