MissionSquare Retirement, Washington, District of Columbia: MissionSquare Retirement Call-To-Retire Campaign

The MissionSquare Retirement Call-To-Retire campaign launched on 11/14/22.

Total 192 words used.

To highlight our mission to support the retirement needs of the public service worker, the MissionSquare Retirement Call to Retire campaign was inspired by a common public safety ritual known as the "final call". We identified that police, fire and paramedics actually have a ritual when they retire. On their final day, at the end of their final ride, they deliver their final call by radioing into dispatch one final time to retire their badge. At that time, dispatch clears the line and thanks them publicly for their service.

Our goal was to not only acknowledge our commitment to these public sector employees, the core of our business, but to convey the message that while their service must one day come to an end, our service to them does not. MissionSquare Retirement provides retirement services up to and beyond retirement.

Media impressions were 355% above goal with a +97% increase in target engagement.

Videos have generated over 12.8 million impressions and over 2.5 million video completions across all platforms​ - +15% vs YAG. 

Call-To-Retire has delivered 1 million more impressions and 3 x as many clicks - +134% vs YAG

Creative Production Credits:

Client: Sheri Gilchrist, SVP and CMO and Stephen Zack, Director, Creative Services

Advertising Agency - The Level Agency/Pittsburgh

Agency Lead: Amy Stettler

Agency Creative Director: Mike Rubino

Director: Andrew Kellerman

Agency Creative Manager: Erin Graham

Agency Account Coordinator: Kaely Montgomery