Prudential Financial’s new US campaign which launched 5/24, builds on its 135-year history of meeting Americans’ financial challenges. The effort includes television, outdoor, digital, business, general interest and trade media. It debuted with ads in The New York Times, The Wall Street Journal, Washington Post, USA Today, The Star-Ledger, Barron’s and the Financial Times. Droga5 NYC worked with Prudential’s in-house advertising agency on creative.
Prudential’s Deborah Meany gave RBR-TVBR details on the television portion of the media buy. She said it includes network news (early morning and late night), network sports and national cable including ESPN. Some specific shows include 60 Minutes and Nightline.
Initial advertising highlights some of the tough challenges the company is already working to address, including helping Americans plan for lifetime income security, manage risk in pension plans and investments, deliver cost-effective benefits to employees and secure adequate insurance coverage. And it outlines Prudential’s goal to help solve the financial challenges we all face—not in the short term, but for the long-term benefit of our clients and our communities.
As part of the effort, Prudential has created a website (www.prudential.com/bringyourchallenges) featuring short videos of Prudential business leaders and industry thought leaders discussing the pressing financial issues our society faces today.