Voya Financial to Activate Retirement-Awareness and Brand-Building Initiative in Denver
Orange Money® origami rabbit helps promote retirement readiness in Mile High City
Sep 15, 2016, 10:05 ET
WINDSOR, Conn., Sept. 15, 2016 /PRNewswire/ -- Voya Financial, Inc. (NYSE: VOYA), announced it will activate a local experiential brand-building and retirement-awareness initiative in Denver at the end of the month. As a centerpiece of the effort, a large version of its signature origami rabbit — one of the characters from its Orange Money® television commercials — will appear in a popular downtown Denver location.
"Voya is a company that wants to change the way Americans think about retirement," said Karen Eisenbach, chief marketing officer for Retirement at Voya Financial. "The optimistic and forward-thinking approach we take with our brand-building efforts reflects the needs and opportunities we know individuals have to retire better. Our goal is to raise awareness, inspire consumers to plan, protect and save more, and show them that Voya is a resource to help them on this important financial journey."
Earlier this year, Voya launched a series of new commercials that enlisted the talents of television personalities Jesse Tyler Ferguson and Allison Janney. To complement the star power of these celebrities, Voya incorporated two talking origami animals into the spots — "Vern" the rabbit and "Val" the squirrel. These characters serve as lighthearted metaphors for positive retirement-planning and saving behaviors.
Through its latest local-market initiative, Voya is constructing a larger-than-life structure of Vern the rabbit and bringing its message about saving to the streets of Denver. The display, covered in Orange Money-colored origami, will encourage consumers to engage with the Voya brand and change the way they think about retirement.
Voya's brand presence in Denver coincides with the National Association of Government Defined Contribution Administrators Inc., (NAGDCA) 2016 Annual Conference, which takes place there Sept. 18–21. NAGDCA is one of the nation's leading associations for government-sponsored retirement plans, and Voya is one of the largest providers serving this market.
Local residents, conference-goers and those visiting the city can interact with Voya's origami installation, which will be located at 535 16th Street. During the following times, Voya employees will also be there handing out coupons for free gelato:
- Sunday, Sept. 18, 6 p.m. – 9 p.m.
- Tuesday, Sept. 20, 6 p.m. – 9 p.m.
- Wednesday, Sept. 21, 11 a.m. – 2 p.m.
In addition to the origami rabbit, Voya's outdoor initiatives in Denver this month will include advertising on various bus shelters and light rail cars throughout the city, as well as the 16th Street Mall shuttle. Voya television ads will also air during the Sept. 18 broadcast of the Denver Broncos football game.
Voya's Orange Money campaign was introduced in 2013, highlighting the importance of setting aside certain money to be emotionally and financially secure for retirement. The theme has also been leveraged to develop Voya's myOrangeMoney® participant website experience, which is helping millions of Americans change the way they manage and engage with their retirement plan.
As an industry leader and advocate for greater retirement readiness, Voya Financial is committed to delivering on its vision to be America's Retirement Company™ and its mission to make a secure financial future possible — one person, one family, one institution at a time.
Media Contacts:
Laura Maulucci
Voya Financial
Office: (860) 580-1278
Cell: (508) 353-6913
[email protected]
About Voya Financial®
Voya Financial, Inc. (NYSE: VOYA), helps Americans plan, invest and protect their savings — to get ready to retire better. Serving the financial needs of approximately 13 million individual and institutional customers in the United States, Voya is a Fortune 500 company that had $11 billion in revenue in 2015. The company had $466 billion in total assets under management and administration as of June 30, 2016. With a clear mission to make a secure financial future possible — one person, one family, one institution at a time — Voya's vision is to be America's Retirement Company™. The company is equally committed to conducting business in a way that is socially, environmentally, economically and ethically responsible — Voya has been recognized as one of the 2016 World's Most Ethical Companies® by the Ethisphere Institute, and as one of the Top Green Companies in the U.S., by Newsweek magazine. For more information, visit voya.com. Follow Voya Financial on Facebook and Twitter @Voya.
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SOURCE Voya Financial, Inc.