Thrivent $35 million image campaign “moment of change”, “Live Generously” , “Thrivent financial services with heart” or heartbreak, “They managed to swindle my elderly parents”
From the Star Tribune August 8, 2020.
“How Thrivent is gently raising its distinctive profile in a moment of change
“The first of the ads released in the $35 million campaign, put together when the pandemic was already making it difficult to film live actors for advertising, was an animation that asked simply “What are you invested in?”
If the answer is “mutual funds,” maybe there’s a different way to think about your money.
This campaign is not a radical departure for Thrivent, more of a refinement in message, although one thing that’s new is that there is a big ad campaign at all. Rasmussen said Thrivent’s financial advisers have been asking for advertising at least since she joined the company 15 years ago.
One priority in a new approach was ensuring that they could effectively serve younger people, the millennials and the generation following behind, which pollsters have found to be far more interested in living a purposeful life.
Rasmussen, CEO for not quite two years, said the campaign developed following a recent planning process at Thrivent, where executives and managers discussed the company’s purpose, promise and principles.
The purpose for Thrivent came “very quickly,” Rasmussen said, but the promise part, what the company exists to do for its customers, took longer. And the answer finally was all about helping people find financial clarity.
“And it just clicked for us,” she said. “That’s what we can uniquely do now for those we are serving.”
As Rasmussen defined it, clarity is pretty much as it sounds. It means helping people gain a much deeper understanding not only of how much money might have saved, or maybe the real risk if becoming ill and being unable to work, but how their money could help lead to what clients have identified as their purpose in life.”
“Thrivent Financial Services with Heart” or is that heartbreak.