Targeting Millennials. It's not easy.
Thinking outside the box.
Millennials are sometimes referred to as "echo boomers" due to a major surge in birth rates in the 1980s and 1990s, and because millennials are often the children of the baby boomers. This generation is generally marked by their coming of age in the Information Age, and they are comfortable in their usage of digital technologies and social media. Millennials are often the parents of Generation Alpha. When Pacific Life wanted to market life insurance to this target group, it wasn't easy. I decided not to bombard them with fluffy imagery of people happy skipping in a field like we have all seen. I wanted to be straight to the point and engage the user to answer a few questions that could then give Pacific Life what they needed to grab the attention of this target.
Sometimes less is more.
Getting straight to the point.
By creating an experience that seems as if someone is on the other side communicating with you as you answer some basic questions while keeping things minimal was the key to gaining the attention they needed to start getting the proper information on how important life insurance can be.