After your 55th birthday you can start withdrawing from your pension funds, and you are less than 10 years from your retirement. Add the fact that this target group owns 60% of the banking funds, and the business relevance of this group of people is truly obvious. The problem is that they are the youngest +55:ers that ever walked on earth and don't respond to anyone talking about retirement. ’I’m not that old yet’. How to get their attention then? - By talking to them about things that shaped their generation. Reminding them about a time before jobs, carrier, family, bills, responsibilities and other boring stuff. Executed authenticly in detail with moments of magic that releases floods of memories in the target group. How you got your first kiss, attempted to fit in some tight jeans or tried to dance in pace with that beautiful girl. A special treat for the ones who were there in the 60's and 70's. Then we can talk about that it is not time to save, but to use your retirement funds in the smartest of ways. If you haven’t thought about the rest of your life yet, it is time now.