Adsarchive » Promo , Case study » Tiaa-cref » TIAA-CREF & LADY ANTEBELLUM


Pin to Collection
Add a note
Industry Banking & Financial Services, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Released December 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: TIAA-CREF
Date of First Appearance: Dec 8 2009 12:00AM
Entrant Company: TARGETCAST TCM, New York, USA
Entry URL:
Chairman/Chief Executive Officer: Steve Farella (TargetCast tcm)
President/Director of Client Services: Audrey Siegel (TargetCast tcm)
Senior Vice President/Group Account Director: Harlan Schwarz (TargetCast tcm)
Senior Vice President/Interactive Marketing Director: Philippe Sloan (TargetCast tcm)
Vice President/Account Director: Pam Griffin (TargetCast tcm)
Interactive Marketing Strategist: Evan Rutchik (TargetCast tcm)
Media placement: Television - CMA Awards On ABC - Spot Ran In "A" Position In 4th Break Directly After Lady A - 11/11/2009
Media placement: Print - Congratulating Lady A On Their CMA Nominations - 11/11/2009
Media placement: Radio - :30 LIVE READ WSIX In Nashville (The Most Listened-To Country Station) Congratul - 17/11/2009
Media placement: Digital - Pandora Internet Radio Ads, Custom Channel, Custom Skin - 07/12/2009
Media placement: Digital - Streaming Pre-Roll Video And Companion Banners ( - 07/12/2009
Media placement: Digital - CBS Radio Spot Targeted To Country Channels - 07/12/2009

Results and Effectiveness
As brand awareness and engagement were important objectives, we created a dashboard of analytics and interaction metrics to track the digital effort in real time. While this campaign represented only 6% of budget, metrics indicated it was extremely successful, generating high impressions and interactions. - Digital impressions: 44.8 million - Targeted Pandora impressions: 28.5 million - Domain targeted streaming audio: 11.5 million - CTR pre-roll (industry average 1.5%): 2.21% - CTR display (industry average 0.08%): 0.24% Prospects tuned into the custom Pandora radio station an aggregate of 400 hours. While the campaign was live, website traffic on TIAA-CREF landing page increased 20%.

Creative Execution
In contrast to traditional financial communications, TIAA-CREF employed music to encourage engagement, counter the mood of financial angst and create opportunities to reach our audience in new media spaces while exploring synergies in traditional platforms. TIAA-CREF stepped outside their comfort zone by identifying country music band Lady Antebellum as a relevant brand expression. The band’s award winning music was integrated within TIAA-CREF advertising. We extended this connection by creating a custom radio station on popular digital radio site Pandora and utilising genre specific streaming radio, Internet, TV and domain targeting to reach participants in their unique online apertures. All online creative linked to TIAA-CREF landing page, encouraging brand conversation and engagement. Contextual adjacencies within traditional radio, print and TV further integrated content and advertising. In the Country Music Awards, where Lady Antebellum was nominated for best Vocal Group and Single, a TIAA-CREF spot ran immediately following the band’s in-programme performance.

Insights, Strategy & the Idea
TIAA-CREF provides financial products and services for retirement planning to the academic, medical, cultural and research professions. Their participants have essentially dedicated their careers to serving other individuals “for the greater good” (tagline). They’re well educated, proud of their institutions and love the intellectual challenges derived from their work. However, most plan participants are older ‘Baby Boomers’ who have begun to retire and cash out. The company needs to fill the pipeline with younger participants. The challenge is most young participants are not thinking about retirement planning and are less aware of TIAA-CREF than other higher visibility brands. A proprietary research study revealed that the interests of participants lean toward the arts, travel and epicurean lifestyle. This insight provoked some interesting and creative ideas, helping identify unique and efficient media platforms, away from competitive clutter, where TIAA-CREF could appeal to the passions of their very sophisticated audiences.