Now is a good time to make a plan
As a new brand, Empower set out to engage audiences across YouTube pre-roll and social platforms. Internal testing and research showed strong engagement with short-form animated content, so this helped shape the creative approach. The brand also wanted to ensure the messaging never made viewers feel at fault for not saving. So we focused on poking fun at “The Plan” as the real issue instead.
Empower “Zeus” Social Video | 15sec
Empower “Bear” Social Video | 15sec
Empower “Alien” Social Video | 15sec
Empower “Model” Social Video | 15sec
The Brief: Develop a series of short animated spots that highlight the importance of retirement planning without placing blame on the viewer. The tone needed to be light, approachable and human.
The Outcome: Four simple, humorous spots brought this idea to life by poking fun at the consequences of not having a plan. The campaign helped establish Empower’s social presence and extended beyond paid media, with Empower clients being able to use the spots to introduce the (then-new) brand to their employees.
