Raising pension awareness, and awareness of BeFrank.

It came to the fore in the discussions between Total Design and online pension administrator BeFrank that the problem was not only that fewer people knew BeFrank than could be expected because of the number of pensions that they administrate, but also the lack of insight into their own pensions, in general, is a real problem within society. Therefore, there was not so much, or not only, a need to increase BeFrank’s name awareness, but above all, also a need to create more awareness throughout society about one’s own pension.

Stimulating, humoristic campaign
Consequently, the campaign that we developed for BeFrank focused on both issues: people have a good pension plan and, above all, better insight into their pensions, and BeFrank can provide this. Attention was drawn to this serious topic with a stimulating and humoristic campaign.

We get people to think about their pension
The campaign shows that many people lack insight into their own pension, which is illustrated with examples of bad plans for the future to get people to think about whether they have arranged their pension that much better. BeFrank then shows how you can do this with an easy step-by-step plan and online tips.

The campaign ‘Good plan’ consisted of a landing page, an online campaign with two YouTube videos and pre-rolls, web banners and three radio commercials.