To reach this influential target, we could have just created a direct mail piece or offered incentives for selling AIG’s Retirement Services. Instead we literally brought to life our advertising idea.

Using the same graphic look we designed for our “Live Longer, Retire Stronger” consumer effort, we created a full line of actual products that encouraged longer life too. Red wine for instance featured “+4” on the front, and on the back was the fact that a glass of red wine a day can add 4 years to your life.All delivered in a package for them to either use or display in their office as a reminder of our advertising message.

The effort has already been an anecdotal success. Financial advisors have reached out to AIG to personally thank them for the package and for developing a message that resonates so strongly with their customers. Advisors all over the country are proudly displaying the items in their offices. We’ve heard comments like “I’m glad they’re doing this. It makes AIG human. It touches on personal things. And gets the name out there.” And as a testament to the campaign’s success, when AIG employees saw the products, they wanted them too. So now the live longer products can be purchased on the company website and have created a new source of revenue.