Prudential: The Beta Baby Bonus
In the U.S., there is a retirement crisis. People know they should save and invest earlier, they just don’t do it. So with this campaign, we dramatically changed how we talk about retirement to inspire change.
On January 1, 2025, a new generation would be born: Generation Beta. It’s a generation predicted to live longer and spend more time in retirement than every generation before it. To help them prepare, Prudential offered $150 to every U.S. baby born on 1/1/2025 that could become $100,000 in retirement.
As a result, we proved that Prudential, a 150 year old company, could live their mission of helping people live a better life longer and changed consumer and financial professional saving behaviors. Beyond that, it had a real impact on Prudential as a brand and on their bottom line.
The Beta Baby Bonus announcement launched during the Rose Bowl Game on January 1st, 2025 - the first day of Generation Beta.
We accompanied it with a comprehensive research study that brought together scientists, academics, technologists and other experts to analyze and predict what the future might hold for a generation that may not retire until the year 2100.
See the Full Study
Social videos brought colorful findings from the study to life.
The campaign was further amplified by TV, print, OOH takeover, influencers, earned media, hospital partnerships and even financial education tools for new parents. All to get the word out that it’s never too early (or too late) to protect your life’s work.
