Lincoln Financial Group
Making a difficult conversation accessible
Year:
2019
Capabilities:
Social.
Problem
92% of Americans feel it’s important to set a plan for their family and their own financial future, but 47% of Americans struggle to do it.
Insight
Having financial conversations with loved ones can be intimidating and uncomfortable. Yet the more people talk, the better they can plan, protect and retire.
Strategy
Lincoln Financial set out to help and inspire real people to have the real financial conversations they’d been avoiding.
Solution
Introducing The (Un)spoken Plan. To launch, we opened a restaurant in NYC to get real, unsuspecting families talking. After arriving, diners received a menu of alarming data points and tough financial questions. A waiter then told them they could pay for their meal only by having a meaningful financial conversation with their loved ones. Hidden cameras captured reactions as families finally put everything on the table.
14%
Increase in likelihood to consider financial products
16%
Increase in likelihood to talk to an advisor about Lincoln Financial Group
100MM
Earned media impressions
21%
Increase in financial advisors’ likelihood to talk to clients about Lincoln Financial Group
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network