We were asked by a bank to frame up an innovative new way to teach

people to save more. Racking up savings deposits is a big win, both for

the bank on the receiving end, and for consumers’ hopes of a comfortable

retirement. Based on prior research, the client team had concluded that

the enemy was ignorance—consumers weren’t saving enough because

they didn’t fully understand the consequences of not saving: namely,

an inability to retire comfortably and retain their homes.

A quick glance around the category

revealed no shortage of attempts at this same sort of

thing—stacks of brochures, interactive tools, seminars

and even games. Clearly everyone in the category was

having similar conversations with their customers,

resulting in similar questions, and similar answers. The

un-thrilling truth was that better execution of the same

type of answer was the best this project could hope for.

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