We were asked by this American financial services leader to develop an awareness campaign to position them in key Latin American markets. Research indicated that people were aware of the need for financial guidance and assistance, but found it hard to relate to the cold corporate approach taken by many market leaders. We created a campaign with a more human approach based on the insight that when people look back on their lives, the time they most needed financial support was at certain special life-defining moments.
Our TV spot followed a man from his early 20’s to mid-60’s, as he participated in those key moments. Print and outdoor advertising highlighted on those specific moments appropriate to each target audience. The online focus was Principal’s specific products (insurance, investment, retirement).