Collectum administers the supplemental private-sector occupational pension (ITP) to about 1.5 million private employees. Every year, 1,5 million Sweden receive red envelopes from Collectum, containing personal information on how to maximise their future pension.
When's the last time you felt compelled to look into your pension plan? Probably not recently. Even though this letter is very important, the pension is so unengaging that people don’t even open the envelope. Until the campaign, only 18% of Collectum's affiliated officials had completed their earned retirement pension and received reduced pension contributions. Therefore, we wanted to give the Swedes irresistible emotional reasons to open their envelopes, read the annual message and switch to lower taxes.
In order to encourage Swedes to both open and read their red envelopes, we wanted to prove that a singe letter can change a person’s life.
We went on a hunt for meaningful, genuine, dramatic and engaging stories about letters that changed people's lives. First, we started a Facebook page where we asked people top submit interesting stories about a letter. People could submit their own stories or give tips if they knew about someone else who had one. To get even more stories from people who are not that active on internet, we visited retirement homes.
We selected the best ones and created outdoor and print ads that told the stories and showed how a single letter can change a persons life.
Even if the letter from Collectum might not change your life, it could at least change your pension.
The right messages can make a big difference when it comes to penetrating people's interest barriers, especially in times when people are not as concerned about their private economy or interested in what is happening in their future.
After our campaign, 30 percent more people opened the Collectum letters and read it, compared with last year. That was the highest value ever. The explanation may be that the inviting and "harmless" storytelling has succeeded in penetrating people's mental barriers and making them think about their economic future without directly talking about private economics.
Advertising recall + 45%. The campaign was noted for its creativity even outside of Sweden.