REDEFINING A MISUNDERSTOOD PRODUCT

MetLife had an opportunity to present its products in the workplace as a supplemental retirement benefit. The strategy was to reposition annuities, long perceived as expensive and confusing, as a valuable enhancement to traditional retirement savings. To do this, we helped MetLife stop focusing on selling annuities, and start selling their benefit, lifelong income. The award-winning communications we developed to support the program used humor and wit to connect and appeal to employees, while avoiding traditional retirement cliches.

Recognition
Gold, 2006 Financial Communications Society Awards, Consumer Retail Collateral Single Category