Your retirement savings: not really a sexy topic of conversation, right? So, how do you get young people to start thinking about it? Our Dutch client Pensioenfederatie ( “Retirement Savings Federation”) developed the campaign ‘The Time of your Life’ in 2014, trying to raise awareness among youngsters of the fact that retirement savings are relevant for them too. Since 2016, the platform we established for them responds to current trends and events that affect the events of tomorrow : your retirement. Clever Strategy takes care of the media strategy, planning and optimisation. We also developed the email strategy for which we use the campaign management system Canopy Deploy.
After having visited the website visitors are kept informed in different ways, for example using email marketing with low-threshold content. This works well if you want to connect an audience with a complex subject. An engagement flow makes sure the visitors go through every phase of the awareness process.
When the campaign started in 2014, visitors were asked to leave their bucket list. Since then, a winner was chosen every month and was given the opportunity to make his or her number 1 wish come true.
Clever provided the total media strategy, planning and procurement for this campaign. We used both online and offline media to reach the target audience and to trigger them to write down their bucket list. The online campaign consisted of social media, Google Adwords, search engine optimization and Real Time Bidding. The offline campaign consisted of massive radio advertisement support.
Due to the success of this campaign, we continued our work in 2017 responding to current trends with the theme ‘The Time of your Life’.
CLEVER SERVICES • LIQUID MEDIAPLANNING • KPI DASHBOARD • ANALYSIS AND OPTIMIZATION • E-MAILMARKETING • KLIPFOLIO DASHBOARD • CANOPY DEPLOY CAMPAIGN MANAGEMENT SYSTEM • GOOGLE ADWORDS • GOOGLE ANALYTICS