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C o n c e p t

The DIA introduced Pension Appreciation Day on Sunday, October 25th 2015. On this day, we changed from daylight-saving

time to standard time and were given an extra hour.

In this connection, the DIA encouraged people to spend the extra hour going over their pension.

Pension Appreciation Day is a recurring event. It takes place every year on the last Sunday in October when we change from

daylight-saving time to standard time, which means that this year, Pension Appreciation was held on Sunday, October 25th

.

PENSION APPREATION DAY

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B a c k g r o u n d

The purpose of Pension Appreciation Day is to remedy the confusion and complexity that is often associated with

pension. At the same time, the goal is to make the Danes more involved in their own pension schemes. Therefore,

Pension Appreciation Day is meant to create dialogue about pension and encourage people to keep track of their

pension schemes.

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NOT JUST AGIMMICK

• NOT JUST A MARKETING STUNT

• PHONES EXTRAORDINARILY OPEN FOR 3 HOURS

• CHAT AND FACEBOOK COUNSELLING AVAILABLE

Target audience

P R I M A R Y: C o n s u m e r s a g e d 2 5 +

S E C O N D A R Y: P r o f e s s i o n a l p o l i t i c a l s t a k e h o l d e r s

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CreatingAwareness

• OUTDOOR

• PRINT and WEB

• PR

• SOCIAL MEDIA

• DIRECT MAIL FROM OUR MEMBERS TO THEIR CUSTOMERS

O U T D O O R

4 8 0 m ² b a n n e r a t

N ø r r e p o r t s t a t i o n i n t h e

h e a r t o f C o p e n h a g e n

2 5 0 , 0 0 0 p e o p l e

p a s s b y e v e r y d a y

O U T D O O R

F R O M

O D E N S E

S O C I A L M E D I A

I N S TA G R A M

S O C I A L M E D I A

FA C E B O O K

&

T W I T T E R

T V

O U R C E O

O N L I V E T V

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Onl ine Adver t is ing

Examples of web advertising. Backgrounds on online newspapers, campaign sites and shares on Instagram

P R I N T

N e w s p a p e r s

P i c t u r e f r o m

o u r m e m b e r ’ s

w e b s i t e

d u r i n g t h e

c a m p a i g n

D I R E C T M A I L

F R O M A

M E M B E R

D I R E C T M A I L

F R O M A

M E M B E R

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R E S U L T S

A N D

E V A L U A T I O N

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R e s u l t s

30 Press cl ipsAcross both national and regional press

Twice as many users at

Pensionsinfo.dkPensionsinfo.dk - a site where consumers can check their personal

data across pension funds, public pension schemes etc.

2000 cal lsApprox. 2000 Danes called their pension fund during the

three opening hours

Longer conversations Our members report that the conversations they had with

their customers were much longer than usual

TV news storyOur CEO explained the campaign on live national TV

.

A w a r e n e s s

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Compared to benchmark this number is very satisfactory for a new

campaign with a relative small budget. Bechmark:13 %

25% of the Danes have heard

about or knows the campaign25%

31%

85%

Awareness

A w a r e n e s s

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6 % of the Danes aged 18 - 65, corresponding to 212,000 people,

did a check-up on their pension during the campaign

6% of the populat ion212,000

31%6%

85%

Action

Danes

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“The campaign was a good reminder

about something I otherwise wouldn't

have thought about”

“The campaign made me think of

pension, but I didn’t do anything”

“I arranged a meeting with my pension

fund”

“I didn’t change anything about my

pension, but it made me relax knowing

everything look as I had hoped”

C u s t o m e r R e v i e w s