Metlife: Waking up to Retirement

This case study describes how MetLife, the insurance company, relaunched a retirement product in India, hoping to build consumer trust and sales.

Metlife: Waking up to Retirement

Vibha Gupta

Campaign details

Brand owner: MetlifeAgency: McCann WorldgroupBrand: MetlifeCountry: IndiaChannels used: Outdoor, out-of-home, Point-of-purchase, in-store media, Print – general, unspecified, Radio, TelevisionMedia budget: 1 – 3 million

Executive summary

MetLife wanted to relaunch one of its offerings as its first retirement product in the Indian market. This seemingly simple task was challenged by consumer apathy towards retirement, presence of well-entrenched competition, declining category scenario and a hostile regulatory environment. To add to MetLife's woes, even its own research revealed a conducive target demographic...

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