Project Name
March Madness Nasdaq Billboard
Role
Art Director
Date
2022
“March Madness – Busted Brackets”
Business Objective:
Harness the excitement of “March Madness” to help position Prudential as the preeminent brand in helping solve the financial challenges of a changing world.
Communications Strategy:
In support of Prudential’s evolution toward becoming a more modern, youthful brand this innovative digital billboard (w/ social media tie-in) ran in March of 2022, just before the Sweet 16 round of the NCAA college basketball tournament. The timely execution captured the annual frenzy around the tournament and leverages the insight that over 75 million “March Madness” brackets are filled out each year.
Creative Strategy:
Be authentic. Be real. And capture the energy and excitement of the moment.
During the 2022 tournament, the success of a Cinderella team had “busted” nearly every bracket. This created a unique opportunity for the message to be timely and relevant on multiple levels.
The video billboard ran on a loop on the NASDAQ billboard in New York’s Times Square. The billboard was filmed and utilized in social media to build awareness, increase brand favorability, and drive consumers and financial advisors to explore Prudential’s suite of retirement products and strategies.
Results:
Video aired in 30-second increments up to five minutes throughout the course of two days. The billboard generated over 400,000 unique daily impressions.
CW, CD: Carl Sastram
AD, CD: Alex Odell, Ryan McNany
Video Editor: Alicia Milane
