The Idea Brought To Life:

The takeaway here is “quit procrastinating about financial planning.” This foreshadowing campaign shows the future is worth investing in.

OBJECTIVE
Increase awareness of COUNTRY Financial Services and portray them as a company that can bring additional investment/retirement planning advice to their insurance clients within the framework of their brand promise of “Real people. Real answers. Real quick.”

STRATEGY
Introduce COUNTRY as a provider of a customer’s overall financial security, not just insurance, and differentiate their brand in the face of larger competitors that are vying for the same positioning. Focus customers on planning for their financial futures.

INSIGHT
Consumers are anxious about their personal financial planning and saving for retirement, but the thought of getting started is almost paralyzing: people don’t always feel comfortable making the right financial decisions and don’t feel they have enough money to talk to a financial advisor.

RESULTS
Consumer awareness has increased between 4-19% in strategic markets and cross-selling has increased among current COUNTRY customers.