The brief was to create awareness about the pension plans in a country where most people neglect the significance of these plans.

The idea was to send potential customers a letter from the future written by their future selves, in order to convince them to invest in a private pension. We found out the necessary information about our target group by using a CRM database. The design of the letters should be close to the future designs. Thus we preferred hologram guilded papers and sealed them in vacuum-packed covers. The names, the dates and the stamps were all unique to each receiver. In order to increase the mystery of the letters, neither branding symbols nor logos were used.

Prior to our letters, Anadolu Hayat Private Pension Company had a monthly average of 3,564 new members. After our letters, this number has increased to 9,073 in the following month. This was the biggest monthly sales in the company’s history. The project cost 28,000 Euros. The letters reached directly 32,000 people directly. Yet thanks to the media coverage, the news of the project reached 2.5 million people indirectly. This meant a media coverage worth 1.2 million euros. The letters created a great buzz in Turkey. Televisions, magazines and newspapers covered this success story in detail.