As Prudential’s traditional core audience ages out of their products and services, the company realized that they needed to reinvent even their most established offerings. The Millennial audience in particular is now a key target for all financial services companies, and the broader category is being continuously disrupted by fintech startups. To not be left behind, Prudential developed a new life insurance offering that targets this digitally-native audience.
In eliminating many of the pain points of obtaining life insurance – namely the sales aspect and the invasive medical check-ups – Prudential developed a product that fit into a Millennial’s life. The challenge is that life insurance isn’t something that a younger audience thinks about, and if they do its overwhelmingly with negative connotations. As a result, life insurance falls out of their consideration set of financial products.
When we started partnering with Prudential, they had a great product idea, but nothing else. We started with considerable research, both within Prudential and among consumers, to understand why this offering was not only exciting, but essential to a young family. Coming out of this, we developed a brand name that would resonate with our audience and feel more modern than the perception of the parent company. We branded it Lifely, and then we were off to the races.
Once we had a more modern name, we developed brand guidelines to ensure that Lifely looked, sounded and felt different from the staid insurance brands that consumers are used to. From the font choice, to the color palette to the photo shoot, we gave the brand a personality unto itself. And we brought everything together with the line “Insure our Humanity” to reflect the value system that we had created. Namely, that life insurance is not only important for your young family, but it helps protect the community around you.
With a modern identity secured, we developed a multi-dimensional communications campaign to generate awareness of this offering. Based on not only life stages, but topics that are relevant to our audience, we launched a digital campaign to draw people to the website so that they can learn more. On the website and within social feeds, we shot and created multiple videos in the voice of our consumer, introducing the product and showcasing why Lifely is critical in protecting their family. The insight that we focused on for the campaign is the idea that everyone wants their presence to be felt within their family, and through Lifely you can ensure that still happens even if you’re not physically there. In line with our ethos and branding, Lifely is putting a positive spin on this conversation to open Millennial’s eyes to the ease of insuring their humanity.