MassMutual demonstrates the sense of peace and reassurance that having a financial professional can bring during times of uncertainty in its latest marketing campaign, tagged “The Feeling is MassMutual.”
The campaign is aimed at both consumers and financial advisors, with the dual purpose of highlighting awareness for the company’s wealth management offerings and its dedicated financial professionals.
The effort, the first from agency 72andSunny New York for the brand, uses humor to make its point, acknowledging that financial anxiety can distract people from enjoying everyday life.
Anxieties about one’s financial future can weigh heavily on an individual, particularly during uncertain times. MassMutual’s new campaign addresses those anxieties head on by depicting how those worries can distract from other parts of life, both for regular people and the financial professionals who advise them.
In one spot, for instance, a woman sits at her home office looking distracted. Her cats ask her about her concerns, which she reveals are financial in nature. The cats offer advice, telling her she needs to get more organized so they can move out of their small cat condo. In another spot, a man finishes reading a bedtime story to his son when a stuffed animal pops up to resume their nightly chat about financial worries. When the man says he no longer needs the advice because he is working with MassMutual, the stuffed animal expresses relief, noting that he is not qualified to offer such advice.
A third spot targets financial professionals, depicting a man in an art gallery where the paintings and sculptures come to life and speak to him about how they would like to plan for their financial futures. As the questions become more complex, he encounters his client, the gallery owner, who claims the event could not have happened without his help, providing reassurance that his advice has been sound.
“Financial topics can be stressful, complex, and highly personal, and the humor deployed throughout ‘The Feeling Is MassMutual’ breaks through those emotional barriers to make the message more approachable,” said Kristin Lane, head of customer activation & engagement at MassMutual, in a statement provided to Brand Innovators. “It takes a wealth of creative skill to help make having a financial professional feel as essential as having a medical professional, and that’s exactly what our first campaign with 72andSunny delivers.”
