Genworth Financial
NYSE: GNW
Repositioning Genworth Financial as the go-to resource on aging.
SERVICES
→ Brand Development
→ Go-To Market Strategy
→ Agency Consultation
→ Content Strategy & Planning
The Ask
Genworth Financial wanted to encourage conversations about aging and long-term care insurance.
The Result
SOO conceived of and built The GenWell Tour – featuring the Genworth Aging Experience. It was a yearlong, nationwide consumer education campaign to spark a national dialogue around the emotional, physical and economic effects of aging and how each affects patient and caregiver. The hallmark of the Genworth Aging Experience was the R70i Age Suit which was created by leading innovation firm Applied Minds. Using highly sophisticated, high-performance computing and robotic technologies— such as fully immersive, real time augmented reality – the R70i Age Suit simulated common, age-related impairments from cataracts to arthritis. While in the suit, participants were asked to conduct everyday tasks – like climbing stairs or pouring a cup of coffee – with and without the imposed impairments to show how, comparatively, daily functioning can become increasingly challenging as we age.
The GenWell Tour debuted at Aspen Ideas Festival and made a grand entrance at the Electronics Show (CES) in 2016, winning Best in Show by Digital Trends. Throughout the year, the experience was featured in top outlets across the country including the Wall Street Journal to the New York Times, Quartz, Fast Company, Mashable, Digiday, and many more.
