A campaign that made users spend more than 13 minutes on average on the subject of pension plans!
Quite a result considering the attention span of the typical internet user - and not least - the typical response rate to campaigns in this field. Our approach was to simplify the subject down to a number between 1 and 100 - and by entertaining users as they were taken on a time travel to explore their lives as pensioners. The interactive film was kept in a humourous style to spice up the seriousness of the matter - and users were equipped with a tool (the pension BMI) that they could actually use to plan ahead. PFA has later incorporated the Pension BMI as a real tool used by their pension advisors.

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