New AIG Retirement Services Brand Campaign Encourages Americans to Live Longer, Retire Stronger

Business Wire, Sept 7, 2007

Debut Ads Launch During U.S. Open Tennis Tournament; Playfully Engage Viewers in Linking Longer, Healthier Lives with the Need to Fund a Potential 30-plus Year Retirement

LOS ANGELES -- AIG Retirement Services, Inc. today announced the launch of its first national advertising campaign tonight during the women's semifinals of the U.S. Open tennis tournament on CBS. The live longer retire stronger(sm) campaign delivers on a central theme relevant to consumers today: Americans are taking steps to live longer; they must also take action to retire stronger if they want to ensure they will never outlive their money.

The broadcast ads introduce the live longer retire stronger focus with funny, playful, often inspirational examples of human activities that research has shown may increase individual life spans, sometimes dramatically. Life extending activities like laughing, singing, and owning a pet are captured in the ads that showcase babies, a karaoke singer, and dogs patiently waiting for their owners. The broadcast ads can be viewed on the campaign's micro site -- retirestronger.com.

"Our goal with the campaign is simple," said Jay S. Wintrob, President and CEO, AIG Retirement Services, Inc. "We want to elevate our visibility in the marketplace and position AIG as an undisputed leader in retirement planning, retirement investing, and retirement income. It's time to shine a spotlight on our commitment to helping millions of Americans prepare for the future by retiring stronger. We are confident that our campaign will help reinforce this message in a creative, compelling, and powerful way."

Refocusing the retirement discussion from the dream on the horizon to the reality on the doorstep, AIG's campaign speaks simply and directly to the central demographic dilemma of contemporary retirement. Medical advances and good lifestyle choices are adding up to longer, healthier lives for many Americans. But increasing longevity also creates new retirement challenges. How do you fund a potential 30-plus year retirement? How do you ensure a reliable income when financial markets are inherently volatile? The campaign answers these questions with a straightforward call-to-action: "The AIG companies have the strength to be there when you retire, so you'll never outlive your money. Ask your financial advisor about AIG."

Wintrob added, "Our timing for this campaign is not accidental. As 76 million Baby Boomers move closer to retirement, our company's products and services have never been in greater demand. Ours is a powerful message that will resonate with our 5 million customers and the financial professionals who serve their needs. Altogether, we expect to generate more than 50 million impressions among our target audience of American consumers age 45 and over by year end."

The advertising, produced in conjunction with BBDO New York and PHD Media, is part of an integrated marketing campaign that also includes striking print ads in leading business and lifestyle magazines and a targeted online campaign, ensuring broad exposure and traffic to the micro site -- retirestronger.com. The campaign will be showcased on early season NFL and college football games, top business and financial news programming on CNBC, FOX News and CNN, weekly sponsorship of "Your World with Neil Cavuto" on FOX News beginning in October, Major League Baseball divisional playoffs and the 2007 World Series.

The "Live Longer Retire Stronger Playbook," which can be found on retirestronger.com, has been produced in conjunction with the campaign to offer consumers helpful tips on living longer and preparing for an extended retirement. Addressing the five realities of today's longer retirement (longevity, inflation, health care, investment, and withdrawal) provide a timely framework for future retirement planning.

AIG Retirement Services, Inc. (AIGRS), a member company of American International Group, Inc, specializes in retirement savings and investment products and services, including individual variable and fixed annuities, group retirement products, mutual funds, financial planning and investment advisory services. AIGRS serves more than five million customers with retirement savings products and services through its vast distribution network of registered representatives, independent broker-dealers, national and regional securities firms, banks and insurance agencies.

American International Group, Inc. (AIG), world leaders in insurance and financial services, is the leading international insurance organization with operations in more than 130 countries and jurisdictions. AIG companies serve commercial, institutional and individual customers through the most extensive worldwide property-casualty and life insurance networks of any insurer. In addition, AIG companies are leading providers of retirement services, financial services and asset management around the world. AIG's common stock is listed on the New York Stock Exchange, as well as the stock exchanges in Paris, Switzerland and Tokyo.