Sr. VP-Acct. Dir.
Exec. Creative Dir.
Miraj Parikh Media Dir.
1,000 NEW ACCOUNTS A DAY
Believe it or not, there was a marketing success story this year in
financial services. It started with a simple idea: There’s comfort in
numbers. Grounded in the fact that an average of 1,000 new
accounts were opened every day at E*Trade, the campaign
helped protect the brand. It expanded the franchise beyond early
adopters, drove new account openings up 15% from first quarter
2007 to first quarter 2008 and earned millions in publicity with a
commercial on the Super Bowl featuring a talking baby.
LINCOLN FINANCIAL GROUP
Dave Wozniak Asst. VP-Brand Devel. & Advt.
Ed Faruolo VP-Brand
Priscilla Brown Chief Brand Officer
Sr. VP-Exec. Creative Dir.
Exec. VP-Group Acct. Dir.
Sr. VP-Exec. Media Dir.
VP-Dir., Brand Planning
Sr. VP-Dir., Bdcst. Production
Sr. VP-Creative Dir.
GET TO KNOW YOUR FUTURESELF
Lincoln Financial offers retirement solutions through trade
professionals such as financial planners. So the company had to
get the trade to recommend and consumers to embrace the brand.
With the goal to drive business, the campaign sought advocacy
from professionals and receptivity among consumers. Despite
limited ad budgets, the campaign drove trade advocates by
more than any tracked competitor, saw brand affinity measures
lift dramatically among consumers and grew qualified leads by
the highest amount in two years.