We are proud to present
CASES
- SAS - Travel Policy Generator
- SAS Economy Extra - The story of Christian
- Sparbank – The Pension Check
- ATP – An unsolicited application
- ATP - Close-up on your life
- Relationshuset - Give Your Hand
- Amnesty Int'l - Welcoming dialogue
- Basisbank - Basis check
- Bonnier Publications - Welcoming dialogue
- Bonnier Publications - Win back
- BuildDesk - Launch
- Codan and DaneAge - A pause for thought
- Elsparefonden - Recommend the A-pump
- Fujitsu Siemens Computers - Build bridges dialogue
- GN ReSound - The ReSound experience
- KILROY travels - Online cross sales
- Q8 - The great oil auction
- SAS/Save the Children - Collection campaign
- SAS Snowflake - Give your dream trip wings
- Skandia Pensionscoach - pensionscoach.dk
- Janssen-Cilag: New knowledge of migraine treatment
- Hasselblad Anniversary Campaign
- Oticon – TEGO and the Hearwell family
- SAS EuroBonus – Automated up- and downgrading email
- SAS upgrade campaign – From Economy to Economy Flex
- Statoil ”Dirt crusher” – Lead generating activity
- Statoil ”U-turn” – Win back activity
- Coloplast – Share Your Care
- Deloitte – Lead generating
- Janssen-Cilag – ”The Pain Dialogue”
- Citrix - "Trivial Pursuit"
- Song Networks - Dialogue with potential customers
- Postbanken - A sales training program via email and voice response
- Weibulls - An introduction to the Danish market
- Song Networks - Customer dialogue and service concept
- Postbanken - Dialogue with employees who have customer contact
- Postbanken - Self-service gives loyalty
- Song Networks - Lead generating
ATP - Close-up on your life
With “Close-up on your life” ATP succeeded in making pensions more relevant
The challenge
As the pension company for all of Denmark, ATP has the responsibility of informing the population about their pension, and a great time to do that is during the annual pension statement period. ATP wanted to use this occasion as a springboard to initiate dialogue and solve some communicative problems:
- Make pension more relevant for the individual
- Get more people to sign up for E-boks, so ATP can minimize postal statement expenses
- Get people to sign up for ATP forum
The strategy
We used a campaign banner on the pension overview to invite the recipient to take our test, “Close-up on your life” and learn more about pension and ATP. “Close-up on your life” is an experience-based test. Depending on whether the participant is male or female, an animated man or woman character is used in sequences that follow a story line – from the first job to becoming a retiree.
Based on test answers, the participant receives instant feedback about the opportunities that are relevant for him or her at atp.dk – ex. by registering cohabitants and thereby receiving bereavement money, even without being married, or saving up for retirement with ATP, even though one is an entrepreneur. Shortly afterward, the participant receives more explanatory feedback with his/her own test results and a challenge to sign up for E-boks if the participant hasn’t already.
Results
So far, the results are as follows:
Approx. 72,000 have taken the test “Close-up on your life”
54% of those who landed on the campaign site started the test. The goal was 50%
Approx. 41% of them have signed up for ATP forum – the goal was 33%
The test was publicized further in the fashion magazine In, in which they described it as a “fun and entertaining” way of learning about pensions. In wrote, “ Set out on this journey now and be in the fast lane the next time your financial advisor starts asking the tough questions – one day you’ll notice the difference in your account.”