John Hancock has launched a microsite and accompanying advertisements addressing the many looming, difficult questions near-retirees have, such as how to leave a legacy, how best to work with a financial adviser, how to repair a beaten-down portfolio and how to juggle multiple financial goals including saving for retirement, taking care of aging parents and saving for a child’s education.
The site is called findtheanswers.com, and the television, print and online ads, titled “When We,” feature conversations between friends in which they recall a time when they were able to think about retirement as a concrete point in the future and are now concerned about whether that can become a reality or not. They talk about the looming question of “Will We” and focus on getting back to “When We.”
As each ad closes with a hard question that one of the two friends tries to answer, viewers are encouraged to visit the website to find out the answer.
“Making it easier to find good answers helps reinforce our brand’s positioning around giving our consumers confidence about their financial futures,” said Jim Bacharach, vice president, brand communications and creative services. “Our research confirmed that a key factor in building trust is whether a company can demonstrate it is keeping consumers’ best interests at heart.”