It’s been more than three years since Voya’s rebranding journey began familiarizing Americans with the idea of segregating their retirement money by imagining it as orange bills. And it’s been a year since the financial-services company—formerly ING U.S.—introduced Orange Money animals “Val” and “Vern” in an ad campaign that starred actors Allison Janney and Jesse Tyler Ferguson and served as a metaphor for saving for retirement.
Now, Voya has extended the analogy in a series of new celebrity-free TV spots that introduces regular ol’ green money animals to represent the money that Americans can use to cover their expenses today to be better prepared for tomorrow.
“We are building on our Orange Money creative concept, which highlights the importance of getting your finances organized and saving early,” stated Paul Gennaro, senior vice president, Brand and Corporate Communications, and chief communications officer, at Voya Financial.
“We’re also helping consumers distinguish the difference between the Orange Money that they should be setting aside for retirement and the green money that they spend to support everyday needs. Our goal is to underscore the significance of managing and saving Orange Money today to be better prepared for tomorrow.”
The new commercials are running on a wide range of TV networks, spanning news channels, lifestyle networks, cable properties and high-profile sports programming such as professional baseball and football, collegiate football and basketball, and broadcast coverage of popular tennis tournaments.
They will also serve as online videos supplementing the broader Orange Money campaign assets running across digital media channels. brandchannel asked Gennaro more about the campaign and the ongoing rebrand of Voya:
bc: How has the rebrand been going, internally and externally—and what are some of the learnings you can share?
Paul Gennaro (right): One of our biggest rebranding learnings has been how much we can accomplish working together – as a One Voya team, across the enterprise. In that sense, the progress that we’ve made advancing the Voya brand is reflected by a strong, shared culture internally as well as a more customer-centric focus externally. While we successfully launched our new brand to consumers in 2014, and built greater brand awareness in 2015 and 2016, we know that our work is not done and we’re committed to building on our momentum this year.
We’re complementing our dynamic broadcast, digital and social media campaigns with earned media and innovative programs to reach across channels and audiences. Programs such as our unique and highly successful Born to Save program and the launch of our Orange House Sweepstakes last April have played a key role in building the Voya brand. Since the rebrand, building Voya’s name recognition and awareness have been our primary goals. We are pleased to see that our awareness growth has outperformed modeled expectations. And more than half of the people who know Voya as a brand recognize that we are a company that serves the retirement market.
bc: How does the new 2017 marketing campaign expand on BBDO’s launch campaign with Val and Vern and support the Orange Money platform?
Gennaro: In 2014, Voya first launched our Orange Money consumer advertising campaign to build awareness around the new brand and introduce Voya as a company that is changing the way that Americans think about retirement. Our campaign included a television commercial that featured the metamorphosis of an animated Orange Money butterfly, signifying our company’s transformation from ING to Voya Financial.
This creative concept has since been the focus of our commercials, underscoring the importance of setting aside Orange Money – the money that you save for retirement – in order to be emotionally and financially prepared for retirement. Our new 2017 advertising creative allows us to leverage the equity that we’ve built, both internally and externally, with our origami animals. The introduction of “green” money animals acts as a strong visual device for helping consumers understand the difference between the money that one should use for today’s needs and that which should be saved for the future.
Our new ads provide a witty approach to help consumers understand the concept of saving for retirement, while reinforcing Voya’s commitment to helping Americans build a secure financial future.
bc: The bigger challenge, of course, is educating consumers about the importance of financial and retirement planning. What insights helped shape the focus of this next iteration of this new year-long campaign?
Gennaro: As we shared when we launched the Voya Behavioral Finance Institute for Innovation in October of 2016, our research found that 63% of people said they spend an insufficient amount of time – or no time at all – making decisions related to their retirement plans.
Consistent with our other campaigns, we have taken an integrated approach that leverages media across all platforms and channels: earned, paid, traditional, digital and social. These efforts allow us to reach different consumer groups based on their media preferences.
We can also “test and learn,” while we’re in the process of a campaign – for example, with our digital media strategies, we can change course and refine the channels that we target to get the most efficient results.
bc: Can you elaborate on who you’re trying to reach, and how?
Gennaro: We want all Americans to understand that it’s never too early or too late to plan for retirement, so we have continued to focus on reaching consumers of all ages. We are executing a plan that includes a robust presence on a variety of channels, including television commercials, digital advertising and social media activities, so that we can effectively reach different age groups.
We are also leveraging the character of the Voya brand as a responsible corporate citizen that has been recognized as a leader for diversity, inclusion and equality, as well as ethics and transparency, to distinguish Voya as a different kind of financial services company.
bc: You’re kicking off the new campaign as CES showcases the latest consumer-facing technologies. With so much focus on fintech these days, how is Voya using technology to create a more customer-centric, personalized, secure and innovative experience?
Gennaro: Our customers compare their experience with Voya to their best experiences, across any channel. It is not enough to provide the best financial services customer experience—we need to provide the best overall customer experience, regardless of category. Our primary goal is to help all Americans get financially organized today in order to live comfortably tomorrow, and that starts with an easy-to-understand, holistic consumer experience across all channels – in person, over the phone, on the web or through mobile.
We also recognize the need for cross-device browsing to best meet our customers where they are. An example of this is how we have activated digital enrollment on myOrangeMoney to make it easier and more compelling for customers to join in their workplace retirement plans by immediately seeing the impact of their decision on potential future retirement income. Our Voya.com property is also responsively designed and presents information and functionality in a friendly way across smartphones, tablets and desktops.