Prudential came to WSJDN looking to promote their broadly targeted 2011 Master Brand campaign. Built around a “Bring Your Challenges” theme, Prudential sought to create a Problem/Solution format where they would be able to demonstrate their thought leadership and credible demonstrations of work within three strategic pillars: Personal Financial Health, Employee Benefits and Stronger Communities. In addition, they were looking for an innovative and comprehensive way to drive traffic to their microsite.
The WSJDN Digital Marketing team provided a high-impact integrated advertising solution – its hub being the Solution Center. This interactive Pushdown unit included video clips, poll questions and links to relevant WSJ articles, offering Prudential a huge presence on WSJ.com. This executions served as the perfect way to distribute their content to a C-Level target audience of thought leaders, financial intermediaries and active, affluent investors.
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