Prudential address ‘new normal’ head-on in ‘Bring Your Challenges’

In the wake of the recession, visions of retirement are no longer what they once were. Rather than dreaming of sailboats and vacation homes, Americans are simply dreaming of retiring at all. Given that fewer than a quarter of those with a retirement account say they feel financially secure and look forward to retirement, according to Mintel, it’s clear that there’s great uncertainty and insecurity around the issue of retirement. While many financial services companies have attempted to reassure insecure consumers by highlighting their strength and stability, a new campaign from Prudential goes a different route.

The “Bring Your Challenges” campaign confronts head-on the stark realities faced by most Americans when it comes to retirement and rallies consumers to bring Prudential these challenges rather than shying away from them. The print executions very frankly acknowledge the changing realities and needs of today’s retirees and illustrate how Prudential is there to help navigate this new landscape. Underscoring the reality theme, the “Day One” TV spots feature real-life Americans on their first day of retirement, and the “Day One” microsite lets consumers communicate with each other about retiring.

Prudential is attempting not only to redefine how consumers view retirement (as a start, rather than an end), but how they speak about it. The company also directly addresses the new normal of today’s economy, sending the message that it’s there to help apprehensive consumers adjust.

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