When looking for services like life insurance, investment products and advice, and financial planning, there is no core tenet more important than dependability. It is this very tenet that Prudential espouses in their “Who’s your rock?” campaign.
Inspired by Prudential’s famous rock iconography, this campaign sought to position the firm as a company reliable enough for dependable lifelong service. Partnership, even.
In order to help the brand communicate these values, we put them in a unit designed for efficiency, video consumption, and CTR. We opened with the brand’s video auto-playing in order to encourage topline Awareness. From there, our guaranteed attention model encouraged users to click on an interactive element on the right. This revealed a panel with copy and a CTA.
Although we have an interactive canvas, there are times we will be selectively streamlined in our opportunities for users to interact. A limited interaction set can often encourage focus. That was the case here, as this unit accomplished an impressive 50 seconds time spent as well as 6.3% CTR. It also accomplished the following increases in brand lift: 22% in Awareness, 19% in Familiarity, and 13% in Consideration.
