In Belgium, half of self-employed workers have no complementary pension plan in addition to their basic legal retirement benefits.

Our research revealed two main reasons for not taking out a complementary plan. The primary reason was procrastination (“I’ll do it tomorrow”), followed closely by what some might call “ostrich behaviour”, ignoring the facts rather than facing them.
We recognized the need of a straightforward message that underlined the urgency of immediate action, complemented with factual data to make our point.

So, we decided to give the target audience a virtual wake-up call: “Dear self-employed worker, it is time to TAKE ACTION for your pension”, while visually integrating the brand’s name in the message. Our communication was reinforced with compelling statistics obtained from a recent survey and supported by native content featuring four real-life self-employed workers, each with a unique personality and voice.

The campaign primarily took place online, with added support from TV ads, placing a significant emphasis on video content. Supported by a strong presence on social media and tactical retargeting, the campaign delivered 189% more traffic to AG’s website than initially projected.

This campaign did not only elevate the brand’s top-of-mind awareness (TOM), it also provided us with a durable concept of “réAGir”, serving as a foundation for future pension-related campaigns.

To be continued.