In a world oversaturated with financial advice and countless messages about “the right way” to prepare for retirement, Symetra set out to cut through the noise in a way that felt fresh, relatable, and inspiring. In order to position themselves as a modern, forward-thinking financial partner, Symetra wanted to move away from the stock images of sailboats, golf courses, and other typical depictions of retirement.
More than anything, Symetra wanted to tell a story that would inspire people to see financial planning not as an obligation—but as an opportunity to craft a fulfilling next chapter of their lives.
For Millennials and Gen Z, who are starting to plan for retirement earlier than any previous generation, this campaign offered a refreshing perspective: retirement isn’t an ending—it’s the start of something new.
At the heart of Plan Well, Play Well was basketball icon Sue Bird—a freshly retired WNBA legend and the perfect guide to show what retirement could really look like. The campaign unfolded as an unscripted, social-first video series that followed Sue as she embraced a series of new hobbies, each one representing the boundless possibilities of a well-planned retirement.
From learning hip-hop tap dancing with celebrity instructor Chloe Arnold to nervously trying her hand at beekeeping with Mr. and Mrs. Bee Rescue (despite her allergy concerns), and crafting edible cake art with professional cake artist Robert Lucas, Sue approached each experience with curiosity and humor. Directed by Michael Call, producer of multiple Real Housewives seasons, the series balanced entertainment with subtle messaging about the power of financial preparedness.
Symetra’s strategy wasn’t just about creating engaging content—it was about meeting their audience where they were. Social teasers built anticipation, driving viewers to full-length episodes hosted on YouTube. By leveraging social platforms and long-form storytelling, Symetra was able to create a campaign that didn’t just capture attention but held it.
The impact of Plan Well, Play Well was undeniable. Despite each video running over three minutes—an ambitious runtime for digital platforms—the campaign achieved an impressive 32% completion rate on YouTube pre-roll ads. Even more remarkably, Symetra’s YouTube channel saw a 1,300% increase in subscribers.
But beyond the metrics, Plan Well, Play Well succeeded in achieving something more intangible: it made financial planning feel human, accessible, and even fun.
By showcasing Sue Bird’s retirement journey with authenticity and humor, Symetra didn’t just tell people to plan for their future—they showed them what’s possible when they do. In the end, Plan Well, Play Well wasn’t just a campaign about financial services; it was a celebration of what’s next.
