Putting retirement security and protected income at the forefront of public opinion  

The Alliance for Lifetime Income was created to enhance consumer opinion around annuities and protected income. Along the way we were presented with a unique opportunity, sponsor the Rolling Stones’ 2019 and 2021 #NoFilter tour as well as Elton John’s Farewell Yellow Brick Road tour. 

Find a way to interrupt fans’ concert experiences to engage with them around protected lifetime income, because nothing screams rock n’ roll like retirement planning!

Make the Alliance for Lifetime Income a key part of the Rolling Stones concert experience to jumpstart a thoughtful conversation about retirement planning and protected income.

Follow up with fans after shows with footage, giveaways, and educational resources about protected income and retirement security. 

We also targeted the artists’ fans by running ticket sweepstakes for each tour, supported by paid media, and leveraged the sweepstakes as an email acquisition tool. 

Finally, the partnerships with The Rolling Stones and Elton John provided us with the opportunity to connect with the Alliance’s core demographic in person at onsite activations at select shows. We took advantage of the onsite activations by interviewing fans to generate unique content for social media.

We shifted consumer sentiment around annuities from negative to positive, and pivoted the conversation to include protected lifetime income. Ultimately leading to an increase in consumer’s intent to include protected income as a part of their retirement planning.

The videos Assemble produced to play on stage before each performance garnered over 2.8 million impressions for The Rolling Stones tour in 2021 and over 10 million impressions for the Elton John tour in 2022.

The interviews at the Alliance onsite activations produced over 237 testimonials from concertgoers.