The Web Marketing Association is proud to present this 2015 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Financial Services Website
To set Ameriprise Financial apart from a category filled with vague promises, we decided to make retirement a tangible proposition people can actively engage with. Inspired by Ameriprise’s proprietary Confident Retirement® approach, which breaks down retirement into simple, manageable steps, Ameriprise built the 3-Minute Confident RetirementSM check. Users answer a range of questions resulting in an individualized visualization of their retirement preparedness (triangle graphic). Users see how they compare to peers and Ameriprise clients who went through the Confident Retirement approach, and can download/email a PDF and contact an Ameriprise advisor. The experience demonstrates that Ameriprise can help build stronger retirement confidence and motivates users to connect with an Advisor. Audience “The Responsible Mindset” – affluent consumers in their 50’s who have been doing the right things to ready for retirement. Even so, they lose confidence when they hit retirement. Our insight: Confidence is not an end state, but rather a consequence of ongoing involvement. Goals* 1) Drive consumer engagement The experience catalyzed consumer interaction on every front: – Experience start rate exceeded benchmark, 62% over goal – Completion rate superseded benchmark, 585% over goal 2) Drive user actions toward advisor After completing the experience, users were motivated to contact an Ameriprise Advisor to learn more about the Confident Retirement approach: – Action toward advisors saw an 7% lift over benchmark, and all-time high of +32% over goal, August 2014 – PDF download rates were greater than the benchmark, 15% over the goal *Results through November 2014, Source: Ameriprise Financial Campaign Reporting
Contributors:
| Vice President, Interactive Marketing, Ameriprise Financial: | Jane VanTassel |
| Marketing Manager, Interactive Marketing, Ameriprise Financial: | Chris Halgren |
| Senior Manager, Interactive Marketing, Ameriprise Financial: | Carrie Vollmer |
| Senior Producer: | Luz Gandulla |
| Executive Creative Director: | George Tannenbaum |
| Executive Creative Director: | Tom Quaglino |
| Group Account Director: | Shawn Zupp |
| Managing Director, Data Visualization: | Marc Maleh |
| Creative Director, Data Visualization: | Michael Lewis |
| Creative Director, Data Visualization: | ShuZheng Li |