Insurance company Prudential recently launched a campaign, the 'Day One' project, asking American retirees to submit photos of themselves on their first day of retirement. Developed by agency Droga5, the Day One project is now turning into a massive collage that will appear over the Midtown Tunnel in New York City.
The billboard campaign began earlier this week, featuring only one photo of a retiree. Since the Day One project is a time-lapse one, as time goes on, more and more pictures will be added to billboard. This will happen over the next weeks and ultimately, the billboard will become a complete collage of photos of retired consumers.
This innovative and interactive campaign by Prudential provides a way for people to share their own experiences as well as drive other non-retired consumers to think about what they'd like their own retirement experience to be.
Retirement Photo Billboards
Prudential 'Day One' Project Collage is Displayed Over NYC Tunnel
Trend Themes
1. Retiree Photo Campaigns - More companies will create social media campaigns that encourage retirees to share photos, providing opportunities for personalization and engagement.
2. Interactive Billboards - Other industries will incorporate interactive elements into traditional billboards, providing consumers with engaging and memorable experiences.
3. Time-lapse Marketing - Companies will create more time-lapse campaigns that provide an evolving and dynamic view of consumer experiences, driving engagement and long-term interest.
Industry Implications
1. Banking and Finance - Financial institutions will create campaigns that focus on the personal and emotional aspects of retirement, encouraging users to share their stories and experiences.
2. Outdoor Advertising - Outdoor advertising companies will incorporate more interactive and dynamic elements into their traditional static billboards, providing memorable and engaging experiences for consumers.
3. Social Media - Social media platforms will become increasingly important for companies looking to create interactive and engaging campaigns that encourage user-generated content and build community.