MassMutual faced serious competitive headwinds as the brand was outspent in the financial services category by nearly 5X, but wanted to reach new consumers.
Idea: Hit viewers with raw, vulnerable honesty by launching a campaign that defied convention and forced consumers to get comfortable with the uncomfortable realities involved in financial planning.
The result: An increase in new customers by 20% and increased overall customers by 5%, hitting a 6-year high for the brand.
In 2023 the Uncomfortable Truths campaign won the prestigious Effie Award for most effective advertising in the Financial category.
