Pension In A Box

Winner: Guldkoppen; Best Examination Project of The Year at Berghs SoC

CLIENT: AMF pension

PROBLEM: To few young people take care of their pension. They don’t even really know what it is, its too far away and feels to abstract.

CHALLENGE: Make young students to think about their occupational pension.

SOLUTION: Instead of rational arguments ( witch almost every competitor use) we looked at pension itself. Times have changed and our society along with it, but pension has stayed the same. So we packaged pension, made it into a product., made it into something real, something you can hold on to, something you can relate to. And talk about it in a more casual way. We launch it in four different colours so they can match you. However - there is a gap between occupational pension and students. They don’t have job so they can’t get it. So we made a book where we have tip-offs on how to negotiate on your new job and tell them quick about occupational pension. Be more of a helping hand then someone that wants to sell you something. Diminish the way from the student to pension, always be around and, in a funny and light way, talk about how well they would match our pension. Be their help and guide along the way so when the time comes – hopefully they’ll choose AMF pension.