Plan well, play well

BRANDED CONTENT | SOCIAL

With help from Symetra, basketball legend Sue Bird takes on her next great adventure: retirement.

To showcase the benefits of planning well so you can make the most of retirement, Symetra partnered with former WNBA and Olympic champion Sue Bird to help her find some hobbies.

In the newest season of our reality content series “Plan Well, Play Well”, Sue is teaming up with Ninja Warrior pros Jessie Graff and Ginny MacColl to leap, swing, and talk retirement at the LA Ninja Academy. Last time, she got down with dancing instructor to the stars Chloe Arnold to learn hip hop tap, Mr. and Mrs. Bee Rescue to try her (allergic) hand at beekeeping, and cake artist and baking show judge Robert Lucas to make edible cake art.

Produced and directed by Real Housewives producer Michael Call, the series is completely unscripted.

This social-first campaign featuring a 41-year-old “retiree” was developed to reach those who are actively planning for retirement, which is an increasingly younger demographic.

Retirement looks different these days. It’s unique for everyone, even sports icons like Sue Bird. Our goal was to make financial products more accessible consumers in a fun, fresh way by showing a real modern retiree on a journey to find her next adventure.

– Trinity Parker, Symetra Chief Marketing Officer –

Elevating the Symetra Brand

The three-part series launch coincided with Symetra’s national Olympics media buy to maximize impact, and extends Symetra’s ongoing partnership with future Hall of Famer Sue Bird.

If you couldn’t tell, Sue does retirement a little differently. In a spot made for TV, we infused Sue’s epic retirement adventures into a chat with a financial advisor, showing that Symetra has products that align with whatever the future may hold.

It Played Out More Than Well

33%

completion rate on YouTube pre-roll videos that are more than 3 minutes long

1,300%

increase of YouTube subscribers

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