Ameriprise Financial, "Confident Retirement"
R/GA New York
Co-Writer, Senior Producer, Celebrity Partnership Management
NATIONAL TV. PRINT. APPS.
Ameriprise Financial had a problem. They needed a way both to create a sense of urgency for retirement planning among target demographics and to launch their new product, Confident Retirement. The solution... a progressive TV campaign featuring Tommy Lee Jones. The campaign (which also features a "gamified" interactive component, resulted in a 19% profit increase in a single quarter.