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THE CHALLENGE LAB

基本信息
行业: 金融与法律服务
媒体:推广与活动
时间:2012年
投放:美国
风格: Minimalism
说明cnen
We set out to change how people prepare for retirement. We partnered with professors from leading universities to create The Challenge Lab, a destination where people can understand their behavioral challenges and learn how to overcome them. Through videos, experiments, expert articles and over 60 interactive pieces, the site breaks down five key challenges. It explains the science behind why we crave instant gratification. Why we put things off. Why we follow the herd. Why we misjudge risk. And what it means that we're living longer.
The Challenge Lab is a place where people who may not know anything about finance can understand something even more important: themselves.
CAMPAIGN SUCCESS
In the month since launch, there has been a 141% increase in social mentions about Prudential and The Challenge Lab campaign, resulting in 2.4 million earned impressions on Twitter alone - a 1000% increase from the month before launch. In a recent article, Andrew Aziz, Director of Financial Engineering & Research at IBM Risk Analytics had this to say about the campaign, "Prudential has demonstrated an effective ability to articulate a complex concept and make it understandable so that the average investor gains insight."
LAUNCHED & EXECUTION
The campaign began with a live social experiment conducted in Austin, Texas where hundreds of participants placed a sticker on an 1100 square foot wall next to the age of the oldest person they've known. We then launched Prudential's first Facebook page with a digital version of our massive wall, so that people can participate with the experiment online. From there we launched The Challenge Lab - a place dedicated to teaching and learning about our brain and the behaviors that lead us to make the decisions we make. From procrastination to perception vs. reality, The Challenge Lab uncovers why behaviors get the best of us, how they affect our finances and how we can ultimately overcome them.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
文案:
美术指导:
设计:
其他职位:Creative Chairman: David Droga
Associate Creative Directors: Jerry Hoak, Ray Del Savio, Lucas Hearl
Head Of Integrated Production: Sally-Ann Dale
Senior Interactive Producer: Amber Wimmer
Interactive Producer: Andy Hatch
Technical Director: David Justus
Ux Designer: Eileen Tang
Head Of Brand Strategy: Ted Florea
Head Of Digital Strategy: Ted Florea, Chet Gulland
Brand Strategy Director: Zach Foster
Strategists: Will Davie, Josh Millrod
Interactive Production Company: Use All Five
奖项
International ANDY Awards 2014
金奖 整合营销
The One Show 2014
优秀奖 数字直效
Websites, Microsites & Banners
戛纳国际创意节 2013
Lion 整合营销钛狮
最新更新
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