To help John Hancock break through to younger audiences who don’t have retirement on their radar, we created a content series with Fast Company that leveraged an underused strategy in the retirement category: comedy.
We needed to make Millennials think about their own retirement. How do we make retirement planning relevant for an audience that lives in the moment and would rather be binge watching a show or posting Instagram pics of rainbow sprinkled ice cream cones?
We made retirement planning feel youthful and entertaining instead of stodgy and old-fashioned by creating the John Hancock Retirement Community – a retirement experiment built and filmed in the heart of SXSW. Comedians Pete Holmes & Jamie Lee got a real taste of retirement as they experienced it first-hand.