Women in retirement
Challenge: Drive Bank of America customer traffic to an informational Merrill Edge video on women's retirement concerns.
Solution: Execute messaging and visual metaphors that associate retirement planning with empowerment.
Challenge: Drive Bank of America customer usage of the Merrill Edge Personal Retirement Calculator and convert retirement account leads.
Solution: Leverage messaging and visual metaphors that highlight both convenient personalization and general concerns about retirement planning.
Challenge: Use short format front-page banners to drive Bank of America customers to the Merrill Edge retirement planning hub and convert retirement account leads.
Solution: Leverage very straightforward messaging and visual metaphors, along with extra copy options connected to lighthouse metaphor.