Challenge:
Create an advertising program that will break through the sea of predictable financial services advertising to increase awareness of Alliance Capital, while reaffirming the company's commitment to distribution through the financial intermediary.
Solution:
Calvillo Communication's proprietary ValueStructuring® research revealed the major reason people fail to prepare for the future: "It's so far off, there's no need to do anything right away." Calvillo Communications developed a TV and print campaign designed to strike a nerve by capturing the moment of realization that retirement has arrived and no preparation has occurred. This campaign helped Alliance increase its share of the mutual fund market by 25% and won "Best Financial Services Commercial of the Year" of the Portfolio Awards.