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TIAA-CREF Connects Smartphone Users with Financial Advice

By Rebecca Moore | October 13, 2009

October 13, 2009 (PLANSPONSOR.com) - TIAA-CREF's new "Make a Change for the Good" print advertising campaign uses Quick Response code technology to connect smartphone users to an investment consultant.

According to a press release, the first advertisement, which debuted in The New York Times, invites smartphone users to take a picture of the Quick Response code to connect by phone with one of TIAA-CREF's noncommissioned investment consultants in just one click. Nearly 13% of TIAA-CREF's 3.6 million participants are between the ages of 25 and 34, the same age range of the majority of smartphone users, according to Nielsen, the announcement said.

To scan QR codes, individuals need a smartphone with a camera and a code reader. Smartphone users can search for "QR code reader" in their search engine or go to a smartphone official app store for a free code reader.

"Sometimes the hardest part of getting started on a plan is picking up the phone," said Jeff Fleischman, the company's Chief Digital Officer, in the announcement. " QR code marketing is one way to encourage our more tech-savvy participants to call us. We know that people who have a financial plan are more likely to save more and are better prepared to weather the ups and downs of the market."

More about TIAA-CREF is at www.tiaa-cref.org .