22squared

22squared for Lincoln Financial Group.

This is a spot from their "Futureself" campaign, which built off of the insight that the person we all trust the most is ourself, so we are most likely to take advice from ourself in the future-our futureself. In an effort to raise awareness about how to plan for retirement, 22squared decided the best way to get consumers thinking about their future was to bring their future to them. It is your futureself that gives you the confidence to seek out a financial advisor and start planning. The campaign involved TV, print, radio, and interactive. The interactive component was the most engaging, as it provided a timeline that users could create, plotting exactly where the big events (graduation, buy a house, college) in their lives would be occurring. From there, users received some helpful hints based off of the amount of time they had to plan for the plotted events. The other media outlets chosen introduced people to their futureselves and sent the message that the time to start planning was now. When people feel anxiety about having procrastinated, especially on something so critical as your financial security, they usually want to take action immediately. This is what the interactive aspect of the campaign allowed people to do; online, users could re-gain control of their financial planning by actually starting to plan-immediately. Without the interactive, I don't think people would have felt the sense of control or gained the confidence to seek out an advisor with as much vivaciousness as they did. The results of the campaign show that consumer advocacy doubled within the first year, trade advocates grew more than any other competitor (while in the recession), and 22squared even won an Effie for marketing effectiveness.