Isaac Newton

The common perception of annuities is that they deliver a low return, are loaded with hidden fees and are sold by salespeople for huge commissions. We needed to take that negative perception head-on.

We turned to experts in Behavioral Economics. We found that “loss” is twice as motivating as “savings.” Fear of loss has an overwhelming effect on us that we could deploy to speak to the Gainbridge annuity. 

We knew our target was a student of history, so we created a vehicle that would allow us to encourage steady investing behavior through real, cautionary tales of historical market frenzies.

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Print, OOH and various digital media enabled us to tell more stories where we romanced the virtues of disciplined investing.

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More effective than the industry average


Consideration amongst people who saw the campaign


Purchase intent among the consideration set

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