People are accustomed to asking “Now what?” when things go wrong. Prudential feels they should also ask that crucial question when things go right.
And financial advisors are likely the ones with the answers, said Richard Parkinson, Prudential Financial’s chief brand officer.
The Newark, N.J.-based company has launched a new advertising campaign to prompt people to think of their financial futures even when they are enjoying good news in their lives, Parkinson said in an interview.
The advertisements, which are being released in one-minute and 30-second versions, are running on multiple media platforms and will play during the FIFA World Cup soccer tournament now being held in Qatar. The ads will continue to run at least through next year.
Prudential tapped into behavioral research to develop the new campaign.
One spot shows a calm woman sitting in a room of her home when a foot suddenly bursts through the ceiling from the upstairs neighbor, bringing down plaster, insulation and all. That unhappy event is followed by a man slamming his hatchback car down on a too-big suitcase, shattering the rear window.
But the bad times are followed by good ones: scenes of a woman’s jubilation after scoring her dream job, a couple with a newborn and a couple who have found a buyer for their business.
Prudential asks at the end of each scene, “Now what?” The last scene ends: “No, seriously. Now what? You connect with the rock solid team at Prudential.” The ad culminates with a recounting of Prudential’s services and resources.
“We have seen that people obviously want to celebrate the good things that happen in their lives and we wanted to be a part of that,” Parkinson said.
“This is a different way for advisors to talk to clients and tell them to take control of good situations in a positive way.” The campaign tells clients the good events should become part of their overall planning. “Leaning into the positive planning eliminates future challenges,” Parkinson said.