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Principal Financial Group
We Can Help You Plan For That

RAN IN: United States

CLIENT
Principal Financial Group

Beth Brady, Chief Marketing Officer
Eva Sweet, Vice President, Global Center for Brand & Insights
Diane VanWyngarden, Assistant Director of Advertising

AGENCY
TBWA\Chiat\Day Los Angeles *Lead Agency

Renato Fernandez, Chief Creative Officer
Jason Karley, Creative Director
Jennifer Nottoli, Managing Director
Neil Barrie, Chief Strategy Officer
Jennifer Costello, Group Strategy Director
Maggie Bonner, Jr. Strategist
Annie King, Account Group Assistant


Prometheus


SUMMARY

This is the story of a Great American Business becoming a Great American Brand. The challenge was to establish Principal as a brand of choice and make sizeable awareness gains against higher-spending competitors. In a category marked by high inertia, we had get people to relate. In the end, Principal became one of America’s most liked financial firms. With double digit awareness lifts and one of the highest affinity scores in the category, we surpassed every goal – proving the power of planning for life as it actually is.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;CINEMA;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Contests;Digital Video;Display Ads (Interactive/Online);Podcasts;MOBILE/TABLET;App;Display Ad (Mobile/Tablet);In-App or In-Game Ad;Messaging/Editorial/Content;PROFESSIONAL ENGAGEMENT;Continuing Engagement;SOCIAL MEDIA;TV;Interactive TV/Video on Demand;Spots (TV)

Audience: Boomers (45+)

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English