Financial services brands are competing fiercely to fulfill the needs of a baby-boomer generation that is retiring or facing retirement without the confidence of previous generations. Launched by MetLife in a time of uncertainty, Brighthouse Financial is exuding calm confidence in its first national ad campaign in the U.S.
The Charlotte, NC-based MetLife U.S. retail unit has kicked off the next phase of its brand launch with the debut of its first advertising and brand awareness campaign.
This week’s debut of the “Predictability” ad campaign supports an integrated marketing effort to formally introduce Brighthouse Financial as the new brand home to MetLife’s annuity and life insurance products.
The launch spot uses elements of the teal/green Brighthouse logo in the real world, almost like augmented reality, to underscore the theme of “predictability” in retirement financing, revealing its full logo at the end of the spot.
As people live longer and markets change, Brighthouse Financial can help protect what you’ve earned and ensure it lasts. pic.twitter.com/mqLubNgICK
— BrighthouseFinancial (@BrighthouseFin) April 3, 2017
“We’re on a mission to help people achieve financial security, and our brand embodies that mission,” stated Matt Quale, vice president and head of marketing at Brighthouse, which was announced as a separate company from MetLife in January 2016. Until a formal spinoff, expected by mid-year, Brighthouse is operating as a standalone operating business segment within MetLife.
The Brighthouse name (not to be confused with the former Bright House Networks cable operator) “combines optimism with stability. Our brand symbol incorporates a house to represent the protection products like annuities and life insurance can offer to a portfolio, with rays of light used to illustrate the confidence that comes from knowing you’ve planned for your future.”
The reassuring message behind “Predictability” — “As people live longer and markets change, Brighthouse Financial can help protect what you’ve earned and ensure it lasts.”
Some retiree-investment brands have people carrying out cutouts that represent how much of a nest egg they believe they need to retire comfortably. Others have introduced “orange money” and an “onUp” online-education platform.
We spoke with Quale for more insights on how it’s launching and differentiating its brand.
brandchannel: Matt, what are the challenges and opportunities of launching Brighthouse Financial as a standalone brand from MetLife?
Matt Quale (right): While developing a new standalone brand is a significant challenge, we knew that it gave us the opportunity to focus and create the kind of company that Americans really needed. It’s not every day you get to build a brand that’s in a position to help people solve one of their most pressing life challenges—achieving financial security.
Also, while our name may be new, we’re not new to this industry. We are taking the expertise, insights and operational savvy from our history as a 150-year-old company and leveraging them as we move forward to support our mission at Brighthouse Financial.
bc: Who is your target audience?
Quale: We are focused on a core group of consumers and their trusted financial advisors who are looking for some predictability in their financial future. We’re here to help them protect what they’ve earned and ensure it lasts. Our focused portfolio of annuity and life-insurance products is purpose-built to deliver financial confidence.
bc: What is the persona and tone of voice of the new brand?
Quale: Even people who have followed all the retirement rules sometimes lack confidence about their financial future. We aren’t here to add to the negativity around financial planning. We’re here to provide optimism, straightforwardness and empowerment. It’s who we are as a business and we want that character to show through in every interaction with the customer and our advisors.
bc: Talk about the new campaign specifically; what message are you trying to get across?
Quale: Right now, our top priority is introducing the Brighthouse Financial brand to our core audience of consumers and the financial advisors who support them. We want them to know that we are here to help them protect their financial futures. The “Predictability” campaign brings the strategy behind our brand to life in a simple and optimistic way.
bc: There’s no shortage of financial services brands targeting consumers who are preparing—and often unprepared—for retirement. What makes you believe your approach will rise above those others?
Quale: The mission to help Americans achieve financial security may start with a brand launch but it certainly doesn’t end there. We’ve been working to streamline our product portfolio, connect with—and support—advisors and build content that helps people get smarter about their needs. In short, there’s much more to come.
When you add that to the operational strength of the company and the relationships we have with advisors and partners, we think it will add up to something compelling in the marketplace.
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