Emotional Connection Key for Advertising Success in Banking Industry

Topics:
Brand Management,
Brand Strategy,
Retirement
Tags:
Advertisement,
Banking,
Interbrand
Source:
Interbrand

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Overview: As part of an ongoing effort to monitor and understand trends in advertising, AcuPOLL Research, Inc. conducted a study comparing two recent nationally aired ads from the new Fidelity and Allianz campaigns. Both campaigns are clearly focused on the changing face of retirement; however, results show that they are very different in terms of their ability to motivate, appeal to, and ultimately make that crucial emotional connection with consumers. Both were fast-paced ads featuring high-energy retirees participating in activities not normally associated with retirement, and both provided only a cursory glance into the company and its services.

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