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Campaign Gives Prospects A Clue

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Lincoln National Corp. is trying to get consumers’ attention by helping them fill out crossword puzzles.

22squared Inc., Atlanta, designed the puzzle-based print advertising campaign for Lincoln, Philadelphia, to go with the company’s “futureself” print and television campaign.

Lincoln has bought ad space that wraps around crossword puzzles in the Wall Street Journal and The New Yorker.

Next to the puzzle, Lincoln offers a handwritten clue to help the reader fill in one word in the puzzle. The clue is signed “your futureself.”

At the bottom of the ad, Lincoln asks, “When it comes to the right financial plan, who knows what you need better than yourself?”

The New York version of the campaign comes with a crossword puzzle contest.


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