ATP – An unsolicited application

The ATP "Service-mouse” helped private companies establish a valuable relationship

Challenge
ATP handles many of the policies that citizens are connected to through their work. This means that Danish companies by law must report and pay for the individual ATP policies. But the companies say that this difficult and unmanageable - they need a function that aids in the administration of the paperwork. At the same time, ATP uses a lot of resources to correct the errors. So the campaign had to both provide practical help with a simple and clear overview and change behavior so more companies would go online to handle the paperwork. All this to benefit both the company bookkeepers and ATP.

Strategy

• We asked: How can we make using ATP systems in everyday life easier for the companies? The answer was to start by offering some practical solutions and tools
• ATP would provide help and lighten the load of the employee, who would perceive it as getting a helping hand from an extra employee. So we invented a mascot that would personify ATP’s service
• And so the ATP-mouse was born. His job was to contact bookkeepers with an invitation to sign up for his services service and toolbox
• An online survey filled in the gap of information on each company’s method of bookkeeping and its "digital readiness"
• To help them remember deadlines for reports and payments, an individualized service policy was sent that allowed them to, for example, print a PDF calendar and receive service emails
• One of the promises in the communication was that the company no longer had to worry about remembering different deadlines for making reports and payments for the various policies

Results

• Nearly 11,000 have visited the www.atp-service.dk website - and the number is still rising!
• 66% of the visitors on the www.atp-service.dk website completed the survey and gave detailed information about themselves and their company
• 84% of them signed up for the service, which includes calendar and service emails
• In this context, the ATP-service concept has become a strategic venture for ATP in all their communication directed at employers; it has thereby also created a focal point for future activities