Dive Brief:
- Lincoln Financial Group is launching a duel B2B and B2C ad campaign that encourages people to "Give Thanks" this holiday season to those who have helped them achieve things in their life.
- An extension of the group's ongoing "Chief Life Officer" campaign launched in 2011, the integrated campaign will appear on TV, radio, print, and online.
- According to CMO Jamie DePeau, "Thanksgiving is a perfect time to create an emotional connection with our audiences."
Dive Insight:
Lincoln is hoping to appeal to the human and emotional side of clients and potential customers. It's hard sometimes for companies in financial services to show off a softer side. An emotional appeal that ties into the holiday could be a good strategy, but it's certainly not anything too innovative.