Symetra uses sport to reframe retirement planning

Symetra Life Insurance Company has rolled out fresh consumer marketing with new episodes of its Plan Well, Play Well social content series, continuing its partnership with long-time brand ambassador Sue Bird.

The latest instalment sees Sue Bird exploring life in retirement through new experiences, supported by Symetra, with guest appearances from figure skating champion Tara Lipinski and ice hockey forward Hilary Knight.

New season builds on retirement planning message

Season three of Plan Well, Play Well launched ahead of the Winter Games on February 5 with the episode Figure Skating. In the film, Sue Bird learns balance, edges and jump techniques under the guidance of Tara Lipinski. A second episode, Hockey, featuring Hilary Knight, follows on February 16.

The long-form episodes are supported by multiple short-form teasers running nationally across YouTube, YouTube Shorts and Meta through April 30, alongside paid social and influencer activity.

The new executions continue the campaign’s light tone and humour, using sport as a metaphor for preparation and long-term planning. The creative positions retirement as a period of exploration made possible through financial readiness.

Trinity Parker, Senior Vice President and Chief Marketing Officer, Symetra: "Today’s retirees are rewriting the rules of retirement, and we wanted to show what’s possible when you plan for the future you envision. Partnering with Sue allows us to bring that story to life in a light, uplifting way. Whether you're learning to skate or building financial security, it all comes back to having the freedom to explore what’s next."

Broadcast and social integration

The campaign also includes an updated version of Sue’s Plan, returning for its second year. The 30 second spot shows Sue Bird discussing her retirement goals in a financial professional’s office and is airing during the Winter Games on NBC and affiliated properties.

Both the social content and broadcast advertising were produced by Copacino Fujikado, Symetra’s creative agency of record since 2004. The work features Symetra’s tagline Plan well. Be well. Live well., reflecting the company’s approach to retirement solutions, employee benefits and life insurance.

Extended partnership content

The season also includes a bonus feature in which Sue Bird discusses her partnership with Symetra and the role of preparation in retirement planning.

Sue Bird: "Plan well, play well has been great. Symetra really set me up for success, allowing me to try to find what speaks to me. As an athlete, it was always about being as prepared as possible. I didn’t want finances to dictate what I did in retirement. I wanted to have the freedom to figure out what I like to do, what I was passionate about."

www.symetra.com

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