Taking something that people struggle to understand and communicating it in a way that is powerful and visual should be the aim of every advertising campaign. Having an audience radically rethink their ideas on a concept, with the brand being at the centre of their epiphany, makes a strong statement about that company’s dedication to their consumers at all levels. This is especially true when it comes to brands like banks and financial companies, a notoriously grey area for most consumers all over the world. Prudential are seeking to change that in their new campaign called the Prudential Dominoes Experiment, and we think they might have done it.
Prudential’s Domino Experiment looked to simultaneously accomplish a number of things. First, it wanted to educate people on the fact that even small, regular additions to a retirement fund over the course of a working life could make the difference in the long-term. Second, it wanted to break down the concepts that having a solid retirement fund was an impossible goal for most workers. Third, it wanted to break a Guinness World Record for the Tallest Domino Toppled. Based on what we have seen in the campaign video, and in the Behind The Scenes footage below, they have absolutely accomplished all of the above.
Social Experiment Success
Prudential ran this campaign a little like a social experiment. They had psychologist Professor Daniel Gilbert (of TED talk fame) on hand to manage the experiment that brought outsiders into the mindset of thinking about their retirement. Social experiments have been a popular theme in guerrilla marketing as they are often seen as chance to observe unfiltered human reactions. This is the case with the dominoes experiment, that led by both a solid idea (small things create big change) and a solid goal (to break the world record) was able to bring participants into an experience they won’t soon forget.
Visually Breaking Stereotypes
Breaking down stereotypes, especially the ones that are ingrained at an early age or are linked to self-confidence, is a considerable challenge. However, the Domino Experiment campaign uses visuals very effectively to accomplish this. Prudential could easily have constructed the experiment on a much smaller scale to meet the needs of their campaign, but by focusing on the big visuals, they were able to construct a scene that made a big impact, both for those participating and those watching at home. The visual image of the final domino falling after being toppled by the much smaller dominos is a powerful one, sure to stay with the viewer and help them to remember that small additions to a retirement fund can end up making an impact on your finances.
The Little Details
What we really liked about this campaign was the little visual details strewn around that helped viewers make the conceptual connections in the campaigns ultimate goals. Labelling the final domino The Retirement Challenge gave it all the more meaning when it was finally toppled, and little cones along the line labelled at 10 and 20 years also helped to bring the visuals together. In the same way, writing the value of money on the smallest domino really made it personal to the viewers, making all the difference in the end.
These might only be the small details, but in a visually significant campaign like this one they can make all the difference.
Behind the Scenes