How do you get people to care about retirement planning - today, not someday?
Retirement can feel abstract. Overwhelming. Easy to put off.
We needed to cut through the noise and make financial planning feel simple, human, and urgent — without fear tactics.
The idea: Everyone has a number.
Know yours. Hit it. Retire well.
What’s Your Number?
We built Your Number into a full multi-channel campaign - a human, relatable rallying cry for taking control of your future.
TV, digital, social, and experiential all worked together to turn a cold financial topic into a personal mission.
We even cast memorable characters with real backstories — one a NYPD Blue alum, the other the son of a Hollywood legend — bringing humor, authenticity, and cultural buzz to the message.
The campaign wasn’t just a call to plan.
It was a call to action.
The Result
Winner of 3 MIXX Awards from the IAB (second most of any campaign)
2009 Gold Addy Award for Interactive Campaign
2010 Gold Effie Award for effectiveness
Huge engagement spikes across media, site tools, and customer signups
We turned financial planning into a personal, empowering conversation and helped ING own one of the most powerful emotional spaces in finance.
Because when you know your number, the future feels a lot closer — and a lot more possible.