Prudential 'Day One' Project Collage is Displayed Over NYC Tunnel
Katherinev123 — January 6, 2012 — Life-Stages
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.
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.
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.
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