Customer Experience
& Product Management
My Financial Life
My Service Center
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The ask
Build a health insurance experience on Prudential.com that will:
Drive qualified health insurance prospects to the Assurance website purchase funnel
Leverage SEO best practices to significantly increase unique visits, leads and conversion rates
Position and support Prudential’s value proposition and expertise in the health insurance category
Flexguard launch
The Creative
U.S. Businesses Creative
Video Production
Annuities Marketing Strategy
Content Strategy
Pramerica
Flexguard launch
The Team
Creative leaders:
Teams that partnered on this initiative:
Flexguard Launch
The Way Forward
Prudential FlexGuard
Indexed Variable Annuity Launch Campaign
Flexguard launch
The Ask
A fully-integrated, omni-channel campaign to raise awareness, grow consideration, and inspire purchase
Business & sales goals:
Take market share from advisors & firms currently selling existing IVA products
Help Distribution achieve a monthly run rate of $115M+, out of the gate
Flexguard launch
The Outcomes
In 2021, the Annuities business will go to market with a new breed of income products that will redefine the way income is created. This will require agile approaches that foster collaboration and help speed to market.
The Creative team led a two-day cross-functional sprint to formulate marketing messaging and positioning. It delivered great output and positions us for a fast start on our next industry-leading product launch.
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$800 million in sales in 2020
Bridget Esposito
VP, Creative Director
John Renz
VP, Creative Director
Andrew Dalsass
VP, Creative Director
Carl Sastram
Associate Creative Director
Rachel manning
Executive Video Producer
Ryan McNany
Associate Creative Director
Pru.com & Interactive Experience
Client Brochure Cover
Client Brochure
Digital Ads
Intro Email
FlexGuard Video
Social Posts
Print Ads
Front of Video Mailer
Inside of Video Mailer
Front of Bernanke Mailer
First Panel Open
Full Open
SM
ENGAGEMENT
SALES
The fastest growing IVA within the industry and the most successful launch of an IVA in its first two quarters—ever
116,843
advisors emailed
from 414 different firms
50,506
LANDING PAGE VISITS
$2.09B
AS OF JAN. 9, 2021
OUTREACH
FlexGuard Income
flexguard launch
What's Next: FlexGuard Income
The FlexGuard Income Sprint:
Messaging Triangle Builds Concise Support Around Differentiation
W?H?W? Forces Rigor Around Purpose and Definition
First Tweet Exercise to Drive Concise In-Market Messaging
STATEMENT OF PURPOSE
A custom-crafted lifetime income program that helps protect, grow, and
accelerate retirement
income to and
through retirement.
Establish a lifetime
income stream based on
the client's comfort level
and evolving needs: From the
opportunity for growth (based on index
credits) to fully protected (100% buffer).
Connecting
clients to market
performance provides
clients with greater income
potential over a lifetime than
with other income strategies
because of the potential for more
income every year, based on performance.
This means that the longer your client stays
in the program, the better it is for your client.
Provide for your clients' future
income through an individualized
approach to the protection, growth, and acceleration of their assets.
Snapshot of Virtual Whiteboard
(It looks like a lot, because it is!)
28,967
ILLUSTRATIONS
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