✖ D&AD Impact Award
✖ Effie Award
We hosted an event to draw attention to a worthy cause: your retirement.
One in three Americans isn’t saving enough for retirement. To avert a nationwide retirement crisis, Prudential challenged my team at Droga5 to transform how America thinks and talks about retirement planning.
The 4.01K Race for Retirement was an event and integrated campaign with an ambitious goal: Persuade people to start treating their retirement like the important cause that it is.
Read about it in AdWeek, Fast Company, and The Drum.
The entry fee? A commitment to donate just 1% more of your income to retirement.
To encourage people to register, we blanketed the nation’s capital with radio, online, and OOH ads.
Thousands of people showed up to run 4.01K for their 401(k).
The race course was also the latest Prudential experiment.
YES/NO gates throughout the race put saving more in perspective. Each question slowly re-positioned saving for retirement from overwhelming to easy. By the end of the race, everyone was saying YES, they could save 1% more for retirement.
When the race ended, the party started.
Most Americans lack basic knowledge about personal finance, leaving them ill-equipped to plan for retirement. To change this, we took some of the most complex financial lessons and transformed them into carnival-style games that made saving for retirement less intimidating. Here are some highlights.
We partnered with running app MapMyFitness to let anyone run a 4.01K for their retirement, anywhere.
More than 150,000 people signed up to run, pledging to save 1% more for their retirement and helping us spread the word.
Within a month, tens of thousands of Americans had pledged to save over $1 billion for their future selves.
After Race Day, the integrated campaign kicked off nationwide.
TV and OOH spread our message to the rest of the country: retirement is an important cause that needs your attention.
Social Response & Press
Today, our country is more prepared for retirement.
• 200,000 people ran a total of 486,000 miles to raise awareness for America's Retirement Challenge
• Collectively, their pledges to save more could grow to over $1 billion in additional retirement savings
• Earned a D&AD Impact Award and Effie Award for Sustained Success
Plus, our message resonated with the DC community.
• 73% of DC residents said the Race for Retirement raised their awareness of the importance of actively contributing to a retirement plan
• 20% said they spoke to others about the importance of saving for retirement
• 10% of said they began contributing to a 401(k) plan
• 17% said they increased their retirement contributions
• 20% said they intended to increase their retirement contributions
AGENCY: Droga5
ECD: Kevin Brady
ACD/AD: Andy Grant
ACD/CW: Nathan Archambault
BROADCAST PRODUCTION: Reset
EDITORIAL: Work
POST: The Mill
EXPERIENTIAL: IMG/IMGL
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