What do the “creative people” think about products such as Individual Retirement Accounts and Individual Retirement Security Accounts? Usually, nothing. Unless they have advertised them. The topic is just as sexy and catchy as the names of these products. Before we developed this campaign for one of the most demanding target groups in Poland, we carried out extensive research.
What is the point of advertising retirement products to people who create ads? It’s actually very relevant: the “creative people” are one of the groups that will experience the biggest difference between their current earnings and their retirement pension. The main thing was to get the attention of those who are “ads–resilient.” Someone who has no time to think about their future because they are finishing a project with a super-tight deadline—how to make them stop and think? Strategically, we decided to use a trait everyone in the industry shares: sense of humor. We used the magnetic smile of the king of the dark side of Stock, Harold. His iconic photos have become a perfect vehicle for serious content and the leading theme of our promotional activities.
