Problem: 59% of people who aren’t contributing to their 401(k) think they are.
Solution: 4/01 becomes 401(k) Day, 401(k) Day becomes a MOVEMENT.
“Check!” PSA Campaign
We’re turning 401(K) Day into a national event. This isn’t just a campaign for Principal Financial, this is a campaign for the greater good.
Cultural
We’ll integrate our message into the most influential cultural spaces, ensuring our PSA drives conversation and makes an impact.
Experiential
We’ll turn Principal’s NYC office in Times Square into a 401(k) Day “check site.” “Check Here” signs will direct people to the online campaign page where they will be introduced to 401-Kayla.
GCD/AD: Mike Wegener