Amf Promo, Case study SEND A MESSAGE TO THE FUTURE by Forsman & Bodenfors Gothenburg

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Industry Banking, Banking & Financial Services, Charities, Foundations, Volunteers
Media Promo & PR, Case study
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 October 2010

Credits & Description

Category: Financial Products & Services
Advertiser: AMF
Product/Service: PENSION FUNDS
Date of First Appearance: Oct 11 2010
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Entry URL:
Art Director: John Bergdahl (Forsman & Bodenfors)
Copywriter: Jacob Nelson (Forsman & Bodenfors)
Designer: Åsa Plahn (Forsman & Bodenfors)
Designer: Axel Söderlund (Forsman & Bodenfors)
Agency Producer: Magnus Kennhed (Forsman & Bodenfors)
Web Producer: Peter Gaudiano (Forsman & Bodenfors)
: (Camp David)
: (Fantasy Interactive)
: (Mindshare)
Account Supervisor: Leif Sorte (Forsman & Bodenfors)
Account Manager: Nicole van Rooij Ekström (Forsman & Bodenfors)
Director: Christoffer von Reis
Producer: Rickard Edholm
Music: Magnus Frykberg
Advertiser's Supervisor: Åsa Ambuhm (Amf)
Advertiser's Supervisor: Maria Molnár (Amf)
Advertiser's Supervisor: Lisa Pettersson Noord (Amf)
Media placement: Banner, Site & DM - Banner, Site & DM - 11/10 - 2010

Insights, Strategy & the Idea
a. Pension savings are boring. Future is exciting.
b. If you get a sudden message from a company, you’re not very interested. If you get a message from a friend, you are.

By offering people to send messages to their friends or colleagues that can’t be open by the recipient until the year 2030 – both the sender and the recipients will start to think about how life will be 20 years from now. And with a rising interest for the future, they will eventually have a rising interest for their pension.

A site where it’s possible to send messages to friends. Messages that can’t be open before the year 2030. With great shareablility.

Creative Execution
We created a simple site – both for computers and mobile phones – where you could send all kinds of messages to the future (films, postcards, photos). Then we made a campaign (mostly TV ads) directing people to the site by dramatizing different messages. But since the campaign is all about sharing and sending each other messages, the online service in it self was the main media.

Results and Effectiveness
300.000 of the target audience were engaged, they sent messages, made wall posts, tweeted, text messaged and e-mailed, with an impact that got millions of Swedes thinking about thief future. The response rate was over 40% compared to a business average of 5-6%.
But it's also hard to measure in that way. This is a brand building campaign rather than a classic business response campaign.