In a world where financial uncertainties loom large, Empower, a front-runner in financial planning, investing, and advice, steps forward with a resolute campaign to address Americans’ pervasive money concerns. The campaign, aptly named “Empower What’s Next,” not only recognizes the financial dilemmas faced by a majority of Americans but also encourages them to tackle these issues head-on, allowing them to focus on the present while strategically planning for the future.
The financial landscape is riddled with questions, and a staggering 86% of Americans admit to having queries about money, ranging from decisions on where to spend it to strategies for saving. Despite these concerns being widespread, a notable one-third of individuals hesitate to seek answers, fearing judgment for their financial inquiries. This apprehension is notably higher among the younger demographics, with 51% of Gen Z and 49% of Millennials expressing regular worries about money.
Empower’s new TV spots, developed in collaboration with creative agency Pereira O’Dell, target these financial stressors head-on, addressing some of the most common money-related questions. The overarching message is clear: confront your financial concerns today to pave the way for a more secure tomorrow. The campaign emphasizes the importance of balancing immediate financial needs with long-term goals, navigating through milestones like hosting a wedding or planning for an inheritance.
Broadcasting nationwide, the commercials are strategically placed across primetime, lifestyle networks, sports, and news channels. Additionally, Empower’s campaign extends its reach through audio and digital partnerships, ensuring that the message resonates with diverse audiences. The initial release includes two compelling media assets, with plans for additional spots to roll out throughout the year.
“Empower What’s Next” goes beyond traditional financial advertising by acknowledging the prevalent worries that Americans harbor about their financial well-being. By fostering open conversations and providing guidance, Empower aims to empower individuals to make informed decisions, ease financial stress, and embrace a future that is financially secure.
This professional campaign, unveiled in the United States in January 2024, stands as a testament to Empower’s commitment to guiding individuals through their financial journeys. Crafted by the ad agency Pereira O’Dell, this Film medium campaign demonstrates Empower’s dedication to the Finance industry and delivers a powerful narrative through two impactful media assets.
