Aging your customers

DESCRIPTION

AMF’s mission was to make sure that consumers picked it as their pension provider. It wanted not only to boost awareness but also make young privately employed workers take action.
The solution was to make potential customers look older. It focused its camaign around a mobile metric that enabled everyone to see what they might look like as pensioners. This not only drove interaction but also got consumers thinking about retirement.
On TV, Swedish stars such as Peter Siepen, made up to look like pensioners, invited consumers to send an image to special number to see how they might age. Anyone who did so got an image from the future back just seconds later
Out of home reinforced the message with lenticular printing used to age the image depending on the angle of viewing.
Online AMF compiled a gallery of geriatrics allowing consumer to see what their friends might look like as well.
AMF exceeded its sales target by 50% as more than 320,000 images were sent to the special number. Ad awareness rose by 33% and brand awareness rose by 11%.

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