Akademikerpension

Marshmallow or pension savings?

Client_
Year_
2021
Deliverables_
Innovation consulting
Market validation
Project overview_

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.

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Challenge_
Process_
Challenge_

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.

Process_

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.

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Results_

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.

Results_

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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A laptop and a computer screen showing some web design and a person sketching on a piece of paper.