What would you look like when you turn 70?

AMF Pension offered everyone to send an MMS text message with their picture and within few minutes get back a picture showing how they might look as 70-year-olds.

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Destination

During the autumn of 2007 a new pension election for young privately employed workers took place. The destination was to generate a 30 % active selection of AMF Pension funds in the election. The challenge for AMF Pension was to find media that were not only brand building but also action generating. This was important to create a deeper relationship with the target group and cut through the intense clutter of the election period. By looking at the target audience's media usage AMF Pension decided to focus on a campaign with the mobile phone as the primary communication channel for interaction. The more conventional media channels focused on marketing the usage of the mobile phone.

Platform

The primary target audience for the election consisted of young privately employed workers in urban areas. Focus groups showed that their interest in pension funds was very limited. By analysing their lifestyle and media habits we found that they were very active and interactive. Their interests were focused on social activities where friends and networking are important. Internet and the mobile phone have been with them since their teens and play an important part in their lives. The platform of the campaign was then built around these significant channels.

Design and delivery

On TV, Swedish stars, portrayed as seniors, invited you to MMS your picture in order to see how you might look as retired. The reply was quick: your photo transformed to that of a senior came back trough MMS shortly. Banners and outdoor posters also spread the message. Parts of the outdoor campaign used "lenticular printing", a type of hologram technique altering the poster face from young to old depending on the angle.
In addition to the mobile phone, you could upload your picture to a website - where you could also view people's transformations in a gallery. 

Effectiveness

  • Sales target exceeded by 50%.
  • 322,946 pictures sent via MMS. Goal exceeded by 546%.
  • Doubled number of visitors to campaign site.
  • Advertising awareness increased by 33%.
  • Brand awareness increased by 11%
  • Preference quadrupled during campaign.
  • "Best Mobile Campaign in the World" at Global Mobile Awards in February 2008.

Forsman & Bodenfors stood for the creative work in this campaign.

Context

Visste du att det finns en branschorganisation för mobila intressen som heter MORGAN som har som syfte att verka för branschföretagens intressen i press, gentemot kunder och allmänhet, samt vara en kommunikations-kanal i kontakterna mellan branschen och övriga intressenter? Se mer på www.morganforum.com.

Media : Mobil

Invention är Mindshares avdelning för kreativa lösningar oberoende av medieslag.

Tjänster : Invention

Institutet för Privatekonomi har beräknat att en skilsmässa kan försämra ekonomin för ett par med närmare 10 000 kronor per månad. Det blir drygt en miljon kronor sett över en tioårsperiod.

Sektor : Finans

Två av tre Internetanvändare söker efter hälsoinformation på nätet. Åtta av tio använder Google för att få svar på sina hälsofrågor. Detta enligt rapporten Svenskarna och Internet, okt. 2010.

Media : Online Digital

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