new york life

Strategic Positioning, Mission Statement, Proof-of-Concept
 

New York Life needed to understand how life insurance could be relevant and marketed to the burgeoning Millennial audience, who have been resistant to insurance vehicles. Although the need for insurance may be a decade away for many in this target, it was imperative that NY Life start engaging in relevant ways to this generation sooner than later.

We found that, despite the generational differences, this target finds 'creating a legacy' and 'building a fruitful life' critically important and abiding. And that was something the brand could start helping be of value to Millennials sooner than later.

agency:  Landor/NY