As a premier retirement, investment and insurance company, Voya Financial’s mission is to help Americans build a secure financial future – one person, one family, one institution at a time. In September 2014, Voya Financial launched a consumer advertising campaign to build awareness around the new brand and introduce Voya as a company that is changing the way Americans think about retirement. The campaign includes a new television commercial that features the metamorphosis of an animated, dollar bill-patterned caterpillar into an “Orange Money” butterfly, signifying the transformation from ING U.S. to Voya Financial. Orange Money represents the money that needs to be set aside today in order to prepare for one’s retirement goals. In addition to television advertising, the 2014 campaign includes display, video, mobile, search, and social ads and a short online demo of Voya’s new website, Voya.com.
Voya Financial Butterfly
Orange Money Commercial - Voya's advertising campaign underscores the importance of saving Orange Money for retirement. In "Grill" the man decides that a large stainless steel grill will serve him well, and he'll save his Orange Money for his retirement instead of using it for an even higher-end model with more "bells and whistles."