How MassMutual Scores With High-Income Viewers Around the Stanley Cup
MassMutual has once again hit the ice for the Stanley Cup Playoffs. This latest iteration of its popular "Dynamic Duos" campaign taps into the chemistry between NHL teammates to broaden consumer perception of the brand. This year, the focus shifts toward MassMutual’s comprehensive wealth management and holistic financial planning services, moving beyond its traditional life insurance roots.
The campaign features NHL players including Brad Marchand, Sam Bennett, Mikko Rantanen and Jake Oettinger. In the :30 spot, "Play by Play," Rantanen provides a humorous running commentary on Oettinger’s financial strategy during a game of table hockey.
iSpot Creative Assessment data shows how the campaign, and in particular the :30 second spot, is resonating with high-income viewers:
- Exceptional Category Performance: The :30 "Play by Play" spot significantly outperformed investment advertising benchmarks among high-income Americans ($100K+), posting an overall response +62 points above the category norm.
- Strong Breakthrough and Engagement: The combination of professional athletes and visual scenes served as the primary hook for viewers, driving top-tier marks in both Attention and Likeability.
- Superior Brand Cementing: While both shorter and longer formats met intent norms, the :30 execution was significantly more effective at cementing the MassMutual brand name in the minds of high-income consumers, at 75% unaided recall (above the category norm of 58%).
- Targeted Demographic Appeal: The campaign found its "power audience" among young men, with males 18-35 scoring the creative +124 points over the segment norm.
