Prudential: Day One - Painting a real picture of retirement in America

This campaign for Prudential, a financial services firm, reached out to recent retirees in the US and aimed to turn around brand perceptions.

Prudential: Day One - Painting a real picture of retirement in America

Droga5 New York

Advertiser: PrudentialBrand: PrudentialCountry: USA

Objectives

With almost $50 billion in revenues and $3.6 billion in profits, Prudential is ranked 55th in the list of Fortune 500 companies, and competes with financial services providers such as Metlife, Fidelity and Vanguard. Unlike many financial institutions, Prudential (Pru) weathered the 2008 financial crisis well, becoming one of the largest financial companies not to take government bailout (TARP) money. It boasts a remarkable 98% brand recognition and attributes anchored in "stability" and "security." But...

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