Prudential wanted to target customers 5 - 15 years away from retirement and also to challenge traditional hotel-based pension seminar formats. A webTV talk show was produced taking a staid industry approach from offline to online to reach older audience.
It was important that all typography used in emails, websites and video graphics were big enough to be legible for those with ailing eyesights.
Click here to see the show on Pru.com
It was important that all typography used in emails, websites and video graphics were big enough to be legible for those with ailing eyesights.
Click here to see the show on Pru.com
The show, fronted by personal finance expert Alvin Hall, invited viewers to submit questions to be answered live.
Mail shots acted as traffic drivers to the site's holding page.
Mail shots acted as traffic drivers to the site's holding page.
Follow-up emails reminded customers to view the show on-demand should they have missed the live screening.
The 20-minute video received more than 14,500 views and generated almost 100 questions.