The pension and heritage retirement company Empower has a message for its customers: “Be good in money. So you can be a bit bad.
It was the slogan behind her latest campaign and first work by Goodby, Silverstein & Partners (GS & P), which she provoked as a disc agency in November.
The campaign includes two new spots: “Let Gramps be a gramps” and “look good”.
“Leave Gramps Be a Gramps” presents a grandfather who spoils his granddaughter by buying a karte, while “look good” sees a man contemplating a new costume that he is not sure to be able to afford . The two advertisements also include an empowerment advisor which reassures the expenses that their purchases are intelligent monetary movements.
“We bet that people agree with Empower’s philosophy,” said Jeff Goodby, co-founder and co-president of GS & P, in Adweek in November. “After all, that’s why everyone works so hard: buying things that make life are worth living.”
The two spots were broadcast in the NFC NFC and AFC championship matches last weekend. The brand plans to unveil more spots in early spring.
A new direction
The new GS & P campaign represents a new creative direction for Empower.
At the beginning of 2023, Empower had Named the creative shop Pereira O’Dell Like his file agency. The partnership gave the brand’s “Empower What’s Next” campaign, which focused on the encouragement of Americans to face the concerns of daily money.
Steve Jenks, an executive vice-president of Empower and director of marketing, told Adweek that even if “the company has developed a lot”, since then, the decision to recruit a new agency has been like a next natural step.
With GS & P on board, Jenks aims to make it possible to allow a “brand of household financial services”.
“”[The brand] is very successful, but not so well known, “said Goodby when GS & P won the account. “Unless you have a 401k with them, you probably don’t know their names. We like to work on Challenger brands. »»
To do this, the client-aging pair plans to use humor to explore the relationship of people with money.
“We are trying to capture real emotions around what people think about money, and this autonomy can help people end with money so that they can enjoy small pleasures of life,” said Jenks. “Music and humor help make a subject that many people avoid more accessible.”
“May the gramps be a gramps” and “well appearance” are their first attempts. The two rely on relatibility and use popular songs like “Hot In Herre” by Nelly and “Here I Go Again” by Whitsnake for the soundtrack of ads.
Jenks did not explain how Empower will measure the success of the campaign, but said that he would examine the “metrics of the classic market funnel”, with a main accent on consciousness.
“The real test will be if we have agreements with people who could avoid financial services companies due to traditional messaging that does not feel real,” said Jenks. “‘Invest well. Live a little ”is an unexpected message from a financial company, and we are convinced will help us stand out.”
In his latest call for results, enabling said $ 264 million in income For the third quarter of 2024, an increase of 35% from one year to the next.
