Hope Nardini
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MassMutual

75% of Americans don’t have a financial plan. But over time, even the smallest contributions can add up in a big way. How could we encourage people to take that very first step?

Sometimes to go big, you have to start small. Really small. We took over the Kentucky Derby with the world’s smallest OOH campaign. We placed 20 miniature billboards around key areas of the venue, so when Derby-goers used binoculars to take a closer look at the race, we could encourage them to take a closer look at their finances.

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