John Hancock’s #RetirementRookie ad campaign pairs a beloved superstar with local perspectives on retirement. With charming videos and ample opportunities for public engagement, retired Red Sox legend David Ortiz encourages fans to talk about retirement plans. As polls continue to report that more than half of consumers view financial services and insurance companies unfavorably, John Hancock’s association with local hero Ortiz creates a lighthearted and community-oriented image that may earn the firm some goodwill.
The heart of the campaign comprises four videos, each of which features the 2013 World Series MVP exploring retirement activities. In recent videos, the seven-time Silver Slugger winner learns Japanese, takes a water aerobics class, volunteers as a librarian and joins a senior league softball game in a series of attempts to alleviate the boredom of retirement. Each video takes place in a Massachusetts town, strengthening John Hancock’s association with the state and centering the campaign in small local communities. The three-time World Series champion experiments with new hobbies and earnestly asks classmates, library patrons and teammates for retirement advice.
Retirement Rookie Library Video
John Hancock promotes these ads across its website and social media accounts, generating enthusiastic engagement. Videos take inspiration from the public’s suggestions: in each ad, Ortiz asks his audience to recommend activities to fill his post-retirement time and encourages them to share ideas on social media using #RetirementRookie. Hundreds of responses on Facebook, Twitter and Instagram suggest activities like reading to children, driving a Duck Tour and preparing taxes. Instagram and Twitter polls from John Hancock’s accounts encourage fans to influence the next video topic, offering a choice between pie eating and salsa dancing. A public site Retirement Rookie page compiles all videos in a single location.
Public Site Retirement Rookie Page
The #RetirementRookie campaign uses humor and local pride to promote retirement readiness. For more creative financial services promotions, check out our blog posts on an estate planning app, a fitness-focused insurance firm and a tropical Snapchat filter.