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...