May 29, 2009 MullenLowe

Challenge: Upromise launched to a big splash in 2001, but as the company grew and leadership changed, resources eroded and the company lost touch with its core moms audience.

Many reporters who covered the company in its early years were left wondering if it still existed or provided any benefit to families looking to save for college.

Solution: The Meet the Members campaign helped re-establish the brand with media and moms.  At the same time, as the economy slid, we noticed more news about fiscal responsibility.  It gave Upromise a major stage to insert itself into the national conversation creating an echo effect for the Meet the Members campaign.