New campaign from Lincoln Financial and Havas,
"The Action Plan," is reframing the way the financial category
portrays 50+ and the life they want during retirement
NEW
YORK, Jan. 16, 2024 /PRNewswire/ - Lincoln
Financial Group debuted today "The Action Plan," a campaign that
reframes the way the financial category perceives and talks about
the new era of retirees. Based on the latest research from the
firm1 , those in their 50s and early 60s are healthier
and more active than any generation prior—they will likely live
longer, healthier lives—and retirement will not slow them down.
With this insight, alongside advertising agency partner Havas and
media agency partner, Crossmedia, the new campaign is based on the
theme "Make Your Pastimes Last a Lifetime."
"The research and insight that influenced this campaign strategy
is important from not only a marketing perspective, but from a
human perspective," said Kathy
Kavanaugh, SVP, CMO, Individual Solutions & Brand at
Lincoln Financial. "We dug deep into the mindset of our
pre-retiree audience to understand what they want their retirement
to look like — our research revealed that 64% of (affluent)
50–60-year-olds say they anticipate spending the same or more
amount of time on their activities and pastimes in retirement. All
in all, we found that they have no plans to slow down, big dreams
for the future, and pastimes they want to explore more."
The research shows that the new generation of retirees will
require their money to go further than ever before, but the
retirement conversation is broken. Not only so, but the way this
demographic is portrayed is broken as well. Two in every three of
adults 50+ agree that the media often rely on outdated stereotypes
to portray people their age. This opens a completely new
conversation around retirement planning and presents an opportunity
for Lincoln to showcase retirees outside of category norms.
"Our strategy came to life when we realized this group needs
more than a retirement plan, they need an action plan," said
Tim Maleeny, Chief Strategy
Officer of Havas Creative North America. "We want consumers to
be asking: 'Will I have enough money to ensure my pastimes last a
lifetime?' And we believe this white space in the category ensures
that Lincoln will be the financial services brand for people who
never want to slow down."
The campaign urges consumers to rethink the way they approach
the concept of retirement, shifting from "retirement planning" to
"action planning." The campaign's new reframe of retirement
advertising features The Hiking Plan, The Wellness Plan, The
Sailing Plan, and essentially any pastime consumers will need to
financially plan for.
"The Action Plan campaign challenges people to self-reflect on
what their pastimes are, taking an untraditional approach to spark
conversations around retirement planning: What am I passionate
about doing? What have I always had to make time for in my working
years but will have more time to enjoy in retirement?" said
Angela Laubmeier, Vice President
of Corporate Brand & Advertising at Lincoln Financial.
"This campaign is deeply reflective and demonstrates the uniqueness
of the individuals that our brand and company help each day."
The "plans," purposefully art directed and designed, are one of
the biggest breakthroughs within.
"The thick, slanted, white type in TV and digital out-of-home
puts the campaign more in the company of performance brands than
stuffy financial brands to appeal to this active audience," said
Israel Garber, Creative Managing
Director of Havas New York. "Our films are shoutouts to people who
didn't let their 50th birthday change what gets them going. It's
time someone showed the truth of what we are all doing; not the
tropes of our parents' retirement ads!"
The agency will roll out a fully integrated creative campaign
across connected TV, social media, digital, and out-of-home in
New York and Chicago starting in January. Click here
to watch the campaign "Anthem." More of
The Pastime Series includes: Culinary
Plan, Explorer Plan, and
the Sailing Plan.
To learn more about how to take financial action today to help
ensure your pastimes last a lifetime, visit
LincolnFinancial.com/ActionPlan.
1
Source: Lincoln Financial, Consumer Sentiment Tracker,
September 2023
|
About Lincoln Financial Group
Lincoln Financial Group helps people to plan, protect, and
retire with confidence. As of Dec. 31,
2022, approximately 16 million customers trust our guidance
and solutions across four core businesses—annuities, life
insurance, group protection, and retirement plan services. As of
September 30, 2023, the company had
$290 billion in end-of-period account
balances, net of reinsurance. Headquartered in Radnor, Pa., Lincoln Financial Group is the
marketing name for Lincoln National Corporation (NYSE: LNC) and its
affiliates, including The Lincoln National Life Insurance Company,
Fort Wayne, IN, and in
New York, Lincoln Life & Annuity Company of
New York, Syracuse, NY. Learn more at
LincolnFinancial.com.
About Havas
Founded in 1835 in Paris, Havas is one of the world's
largest global communications networks, with more than 22,000
people in over 100 countries sharing one single mission: to make a
meaningful difference to brands, businesses, and people. Havas has
developed a fully integrated model through its 70+ Havas Villages
around the world, covering all communication activities. The teams
of the three business units—Havas Creative Network, Havas Media
Network, and Havas Health & You—, work together with agility
and in perfect synergy to offer tailor-made, innovative solutions
to clients who support them in their positive transformation.
Havas is committed to building a diverse culture where everybody
feels they belong and can be themselves and thrive. Havas
integrated into Vivendi, a global leader in media, entertainment,
and communications, in December 2017. Further information
about Havas is available at www.havas.com.
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