Group 1001 wanted to go to market with a DTC annuity - historically a very safe but overly conservative product marketed to seniors - during one of the biggest bull runs in the stock market when it seemed like everyone and their neighbors were getting 7% or more.

Loss aversion is one of the most powerful human desires and we could use it to reframe long-term savings into short-term security.

We told stories of how very smart people weren’t prepared for the inevitable and offered up Gainbridge as a hedge for mania.

Industry record-breaking brand consideration post advertising exposure.