Brand?

It’s hard enough to get cash-strapped, recession-weary people to invest for their retirement, but AARP Financial was ambitiously looking to go beyond engaging people on that difficult topic. They were trying to encourage their members and prospects to get AARP financial counseling on how to make sure their current retirement savings will go the distance. Audience research helped me learn about our targets love for playing games online. This led our team to initiate a partnership with Hasbro and create a brain-grabbing campaign, complete with interactive, multimedia live events, unusual direct mail pieces, and a 3-D animated online game (based on the popular “Game of Life” series) – all of which motivated our target audience to engage on a thorny and potentially anxiety-producing set of issues.

AARP Homepage with Game of Life

Game of Life landing page

Game Cards