Amf: Send A Message To The Future by Forsman & Bodenfors Gothenburg for Amf

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Industry Banking & Financial Services, Public awareness, Charities, Foundations, Volunteers
Media Direct marketing
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Director Christoffer Von Reis
Art Director John Bergdahl
Copywriter Jacob Nelson
Designer Åsa Plahn, Axel Söderlund
Producer Rickard Edholm
Account Supervisor Leif Sorte
Released June 2011

Awards

Eurobest 2011
Mobile Integrated Mobile Campaigns Silver Campaign
Interactive Financial Services, Commercial Public Services, Business Products & Services Silver
Mobile Viral Mobile & Messaging Silver

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Title: SEND A MESSAGE TO THE FUTURE
Advertiser/Client: AMF
Product/Service: PENSION FUNDS
Entrant Company: FORSMAN & BODENFORS Gothenburg, SWEDEN
DM/Advertising Agency: FORSMAN & BODENFORS Gothenburg, SWEDEN

Art Director: John Bergdahl
Copywriter: Jacob Nelson
Designer: Åsa Plahn
Designer: Axel Söderlund
Agency Producer: Magnus Kennhed
Web Producer: Peter Gaudiano
Account Supervisor: Leif Sorte
Account Manager: Nicole van Rooij Ekström
Production Company: Mobiento
Production Company: Fantasy Interactive
Media Agency: Mindshare
Director: Christoffer von Reis
Producer: Rickard Edholm
Music: Magnus Frykberg
Advertiser's Supervisor: Asa Ambuhm
Advertiser's Supervisor: Maria Molnár
Advertiser's Supervisor: Lisa Pettersson Noord

Describe the brief from the client:
Pension funds are a typical low interest subject. To be frank – it's BORING.
It's very hard to get people engaged. AMF, with the tag line "For the future", usually connects with their clients via direct advertising and ad campaigns talking about the future. This time we were looking for another way to do it.
Creative Execution:
It’s a lot more effective to get a message from your friends rather than from a company, and you are more likely to respond, share and let that be a part of the conversation. And by doing this people will start to think about their future which make pensions savings more relevant.
Describe the creative solution to the brief/objective.
We got the message out using internet banners. The solution is to get people engaged in their own personal future, and to interact with their friends by sending messages to the future (the messages can be open for the first time in the year 2030). It's all about getting people to think about their future, and to make them involve their family and friends. Secondly it's about planting the thought of how your life will be in the future (family, work, economy, etc). 300.000 local page visitors created millions of total contacts via mail, text messages, private messages on Facebook and shared wall posts.
Describe the results in as much detail as possible.
Response rate over 40% compared to a business average of 5-6%.
300.000 local page visitors created millions of total contacts via mail, text messages, private messages on Facebook and shared wall posts.
But it's also hard to measure in that way. This is a brand building campaign rather than a classic business response campaign, therefore the lack of figures.

The Direct marketing titled Amf: Send A Message To The Future was done by Forsman & Bodenfors Gothenburg advertising agency for Amf in Sweden. It was released in Jun 2011.