Voya Financial has kicked off 2024 with a new advertising campaign featuring identical twins who seamlessly “walk and talk in perfect harmony” to emphasize the importance of workplace benefits and retirement savings.
The new Voya advertising campaign, launched Jan. 16, encourages people to think about how their benefits and savings work together by considering all their financial choices and actively taking steps to be prepared for their financial future, according to the firm’s announcement.
Two new television commercials—in 30-second and 15-second versions—are the centerpiece of the integrated campaign across television, digital and social channels.
The TV ads, “Office Twins” and “Greenhouse Twins,” both feature pairs of identical twins—including twin sisters who work in an office and brothers who work at a greenhouse—who deliver the message and reinforce the value of making workplace benefits and retirement savings choices together.
The spot “Office Twins” offers tools to make the right investment and benefit choices for today’s goals and a more confident future. Its companion spot, “Greenhouse Twins,” promotes the importance of choosing the right amounts, without over- or under-investing across all of a participant’s benefits and savings options.
The television spots will run across a range of entertainment, sports, and news networks and cable properties. They also will serve as online video running across digital media channels. Voya’s origami Orange Money animals appear in each ad, sharing Voya’s goal to help one become financially confident by being “well planned, well invested, well protected.”
With a growing interest in workplace benefits and savings, this new campaign underscores findings from a recent Voya study that revealed that roughly 8 in 10 (79%) employed Americans are interested in receiving support to maximize their dollars across retirement savings, health savings accounts (HSAs), healthcare insurance and voluntary benefits at work.
In fact, 50% of employed Americans are more likely to stay with their current employer if offered access to digital tools and advice to help them make decisions about their retirement plans and workplace benefits, the study found.
What’s more, according to the latest research from Voya, in 2024, about three-quarters of Americans are “likely” or “extremely likely” to follow a financial plan (77%), save for retirement (72%) and save more toward their emergency fund (71%). More than half (52%) will also utilize digital financial tools to help them better understand their overall spending and savings picture.
Voya notes that all of its advertising drives viewers to Voya.com to engage with a four-question assessment. Based on responses, the firm can then offer personalize potential next steps to help one further consider financial choices more holistically.
