Delta Lloyd Promo, Case study RETIRED YOUNG WOMEN by Happiness Brussels, Interel

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RETIRED YOUNG WOMEN

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Industry Insurance
Media Promo & PR, Case study
Market Belgium
Agency Happiness Brussels
Art Director Margot Populaire
Copywriter Patrick Glorieux
Agency Interel
Released November 2011

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: DELTA LLOYD
Product/Service: LIFE INSURANCE
Agency: HAPPINESS BRUSSELS
Agency: INTEREL
Chief Executive Officer: Karen Corrigan (Happiness Brussels)
Creative Management: Isabel Peeters (Happiness Brussels)
Creative Management: Peter Ampe (Happiness Brussels)
Account Director: Pascal Kemajou (Happiness Brussels)
Account Manager: Alan Cerutti (Happiness Brussels)
Head Of Art: Cecilia Azcarate Isturiz (Happiness Brussels)
Content Director: Joris Joosten (Happiness Brussels)
Art Director: Margot Populaire (Happiness Brussels)
Online Project Manager: Stijn Van Velthoven (Happiness Brussels)
Copywriter: Patrick Glorieux (Happiness Brussels)
Account Team: Neena Singh (Happiness Brussels)
Account Team: Emilie Dekeyser (Happiness Brussels)
Media placement: Consumer PR - La Dernière Heure - 2-11-11
Media placement: Consumer PR - De Standaard - 3-11-11
Media placement: Consumer PR - Femmes D'Aujourd'hui - 1-01-12
Media placement: Consumer PR - Belga NL - 29-03-12
Media placement: Consumer PR - Het Nieuwsblad - 30-03-12
Media placement: Digital PR - DH Net - 2-11-11
Media placement: Radio - RADIO 1 - 10-10-11
Media placement: TV - RTL-TVI - 3-11-11
Media placement: Consumer PR - Het Laatste Nieuws - 3-10-11
Media placement: Consumer PR - Journal des Syndicats - 14-10-11
Media placement: Consumer PR - Plus Magazine - 1-11-11
Media placement: Consumer PR - La Dernière Heure Les Sports - 2-11-11
Media placement: Consumer PR - La Dernière Heure Les Sports - 2-11-11
Media placement: Consumer PR - La Dernière Heure Les Sports - 2-11-11
Media placement: Consumer PR - Tendances - 10-11-11
Media placement: Consumer PR - Femmes D'Aujourd'hui - mid-december
Media placement: Consumer PR - La Dernière Heure Les Sports - 23-12-12
Media placement: Consumer PR - Femmes D'Aujourd'hui - 1-01-12
Media placement: Consumer PR - Belga FR - 29-03-12
Media placement: Consumer PR - Het Laatste Nieuws - 30-03-12
Media placement: Consumer PR - Metro - 30-03-12
Media placement: Consumer PR - De Standaard - 30-03-12
Media placement: Consumer PR - L'avenir - 30-03-12
Media placement: Consumer PR - Het Nieuwsblad - 30-03-12
Media placement: Consumer PR - De Morgen - 2-04-12
Media placement: Digital PR - DH Net - 2-11-11
Media placement: Digital PR - De Standaard Online - 3-11-11
Media placement: Digital PR - RTL Info - 3-11-11
Media placement: Digital PR - Plusmagazine.be - 9-11-11
Media placement: Digital PR - DH Net - 23-12-11
Media placement: Digital PR - RTL Info - 29-03-12
Media placement: Digital PR - De Standaard Online - 30-03-12
Media placement: Digital PR - lavenir.net - 30-03-12
Media placement: Digital PR - Het Nieuwsblad Online - 30-03-12
Media placement: Digital PR - Het Nieuwsblad Online - 30-03-12
Media placement: Digital PR - De Morgen online - 30-03-12
Media placement: Digital PR - Het Laatste Nieuws online - 30-03-12
Media placement: Digital PR - Le Soir Online - 30-03-12
Media placement: Digital PR - DH Net - 30-03-12
Media placement: Digital PR - Nieuws.be - 30-03-12
Media placement: Digital PR - nieuwsblog.be - 30-03-12
Media placement: Digital PR - sudinfo.be - 30-03-12
Media placement: Tweet - Twitter Pensioentalk - 6-11-11
Media placement: Tweet - Twitter Pensioen Netwerk - 7-11-11
Media placement: Tweet - Tweet Van Quickenborne - 30-03-12
Media placement: TV - RTL-TVI - 29-03-12

Summary of the Campaign
During their active careers, women often stay home for the kids, work part-time, or make other choices that have an impact on their pension. As a result, the average pension of a Belgian woman is only €927 (man = €1,629). Life Insurance Company Delta Lloyd wanted to create awareness on this topic amongst stakeholders, and ultimately influence the political agenda of decision-makers.

We chose not an advertising campaign, but a public debate, driven by a 'bottom-up' PR approach.

We launched a real life experiment. Out of 300 candidates, we selected 2 active young women and asked them to retire 2 months within the minimum legal pension of €927 per month. They reported daily on a blog on how they dealt with their financial dilemmas.

Minister of State Parliament, Miet Smet, decided to become the ambassador of the campaign. On Belgium’s most influential TV-channels and radio stations, in newspapers, blogs and social media, opinion-makers started to talk about the problem, and spread the message. After 2 months the young women generated €2.5m worth of earned media at a cost of only €30,000 in paid media.

More importantly, due to the success of the campaign, the current minister of pensions Vincent Van Quickenborne agreed to have dinner with the women to discuss the problem. After the dinner he announced he wanted to close the gap between men and women in terms of pensions. He is working on a list of measures as we speak.

The Situation
In Belgium, a woman’s average legal pension is €927: A man’s is €,1629.

A big part of this inequality is caused by women making important choices during their active careers (staying home for the kids, working part-time), and these choices have an impact on their pension. Most women don’t realise this.

They also often forget the risks this implies. Even if women make these choices in mutual agreement, it is often they that suffer the consequences in case of a divorce, death of husband, etc.

The Goal
Life Insurance Company Delta Lloyd wanted to create awareness on this topic amongst stakeholders and all women.

This is to ultimately influence the political agenda of decision-makers, and level the inequality in pensions between men and women in Belgium.

The Strategy
As we only had a limited budget, we chose not an advertising campaign, but a public debate, driven by a 'bottom-up' PR approach.

We therefore launched a real life experiment. Out of 300 candidates, we selected 2 active young women and asked them to retire 2 months within the minimum legal pension of €927 per month. They reported daily on a blog on how they dealt with their financial dilemmas.

Execution
The campaign was divided into 3 phases.
First phase: recruitment by Miet Smet (Minister of State Parliament) to find 2 active young women.
Second phase: election of the 2 women on a pension, and start of their retirement/blogging.
Third phase: a huge PR attention wave, and dinner with the current Minister of Pensions van Quickenborne. After the dinner, the minister announced he wanted to close the gap between men and women in terms of pensions. He promised to make it one of his priorities, and is working on a list of measures as we speak.

Documented Results
Minister of State Parliament, Miet Smet, decided to become the ambassador of the campaign. On Belgium’s most influential TV-channels and radio stations, in newspapers, blogs and social media, opinion-makers started to talk about the problem, and spread the message. After 2 months of living on a minimum pension, the young women, Ann and Claire, generated €2.5m worth of earned media at a cost of only €30,000 in paid media, claiming thought leadership in pension matters for Delta Lloyd.

More importantly, due to the success of the campaign, the current minister of pensions Vincent Van Quickenborne agreed to have dinner with Ann and Claire, to discuss the problem. After the dinner, the minister announced he wanted to close the gap between men and women in terms of pensions. He promised to make it one of his priorities, and is working on a list of measures as we speak...