Red envelope
Collectum
Pension is so complicated and boring that 250 000 Swedes rather loose a fifth of their occupational pension than taking active interest in lowering fees. How do you make them care? With less than a million SEK and an unknown brand – the pension administrator Collectum – you focus very, very hard.
Our approach was a 360-campaign with the sole purpose of getting people to open a red envelope – their annual pension statement. Inside was a simple offer of 65% rebate on fees. “Real” envelopes outdoor built curiosity. In ads we were totally straight forward. Union members got exercise in opening envelopes to be able to help their colleagues, and in banners you could try yourself. Through PR we got the TV-time we couldn’t afford.
After the campaign people opened the red envelope only 2% less frequent than the orange envelope from governmental pension PPM – who has spent hundreds of million SEK more than Collectum.