Akademikerpension
Marshmallow or pension savings?
Akademikerpension, a pension fund with 140.000 members, wanted to see if they could reach a new audience. We developed a creative concept and made a site to test if it would be possible to make pension interesting for people in their 20's.
AkademikerPension approached us with a challenge: Is it possible to get university students interested in pension? We had to find a way to make it relevant for the target group and convince them to do something that will benefit them in 40 years. Not an easy challenge.
Through a creative process in close collaboration with Akademikerpension, we developed different creative concepts. We ended up with basing the concept on the Standford marshmellow experiment - a study on delayed gratification by psycologist Walter Mischel. This gave the basis for a playful visual universe with a deeper message. In a matter of weeks we made a site and produced video content for it. The site worked as a pretotype that tested different hypothesis.
Akademikerpension learned that it is possible to get students interested in pension. And that some of them are even willing to start paying into a pension fund before they graduate. The project also taught the organization about the power of pretotyping and how to do early market validations.
Akademikerpension learned that it is possible to get students interested in pension. And that some of them are even willing to start paying into a pension fund before they graduate. The project also taught the organization about the power of pretotyping and how to do early market validations.
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