Pensions are often considered complicated and inaccessible. PFA set out to simplify matters and invented the term "pensions tallet" - a personal BMI for how fit you are for retirement. Users could calculate their own pension score on our site and take a travel forward in time to see their future lives as pensioners in different scenarios.

It was our focus to de-mystify pensions and it worked well: Over 2% of the entire population calculated their own score and spent an average of 13,5 minutes on the campaign site.

We condensed the complexity of the subject into a new and easily understandable term: 'PensionsTallet'. A number between 1 and 100 - a bit like a BMI for your pension.

Users could calculate their pension BMI by typing in some basic parameters - and we created an interactive video experience to make the campaign feel more emotionally relevant.

Our host walked users through their future lives as pensioners so they could experience the consequences of a 'Low', 'Reccomended' or 'High' Pension BMI. Users could jump between the scenarios in real time to see the actual differences between saving and not saving.

Within 2 months we had 110.00 unique visitors accounting for more than 2% of Denmark's population. 100.000 calculated their pension BMI. Users spent an average of 13.5 minutes with PFA on the campaign site. And 78% of the visitors remembered the term Pensionstallet afterwards, which is now a term owned by PFA to be used for future campaigns.