Best Insurance Integrated Ad Campaign

Primary: Financial Advisors

Goal: Launch rebrand of AIG Life & Retirement (L&R)

AIG has a storied history, but its Life & Retirement division had low overall awareness in the markets that matter most. Our challenge: reinvigorate the brand and raise its profile among key audiences.

L&R’s business is all about future planning and it is passionate about supporting the financial and retirement professionals it partners with to protect and secure people’s financial futures.

These two key ideas formed our message platform: We see the future in you.

Meanwhile, the COVID-19 crisis meant L&R’s services – which intersect directly with the pandemic’s health and financial damage – were more important than ever. People would need financial advisors to secure financial futures and calm anxieties. This became our focus.

Our commercial – shot remotely with an actual parent-child duo – positioned these professionals as more than just financial advisors. We told a human story through the eyes of a child taking pride in her mother’s work, helping people “see the future” and bettering lives with her advice. We showed financial advisors as professionals dedicated to their clients’ wellbeing.

We launched at the PGA Championship amid record viewing numbers and continued the roll out for three months with a fully integrated campaign spanning TV, social and display.

The results:
• Favorability and recommendation amongst current customers up 11%.
• CTR to L&R’s website 70% above benchmarks
• CR for all videos 2X benchmarks

It didn’t take a reinvention—just the power of a simple, true story about the AIG brand, told with humanity and our eyes on the future.

Contributors:

CMO, AIG:	Betsy Palmer
Head of Creative Services, AIG:	Karen Kolodzej
Head of PR, Thought Leadership & Strategic Engagement Programs, AIG:	Christine Szodoray
Head of Life Marketing, AIG:	Michelle Miller
Head of Retirement Marketing, AIG:	Liz Altman-Harberger
Global Chief Creative Officer, Huge:	Jason Musante
Global ECD, Huge Inc:	Fede Garcia
Group Creative Director, Huge Inc:	Hemant Anant Jain
Senior Art Director, Huge Inc:	Nancy Nystrom
Senior Copywriter, Huge Inc:	Zach McKinnery

AIG

Location: United States