Media > Product and Service
MMS
FORSMAN & BODENFORS, Gothenburg / AMF PENSION / 2008
Awards:
Overview
Credits
Overview
CommunicationGoal
During the autumn of 2007 a new pension election for young, privately employed workers took place. The challenge was to find media that were not only brand building but also action-generating. By looking at the target audience’s media usage, we decided to focus on a campaign with the mobile phone as the primary communication channel for interaction. The more conventional media channels focussed on marketing the usage of the mobile phone.
Effectiveness
322,946 pictures sent via MMS. Goal exceeded by 546%.Doubled number of visitors at campaign site.Advertising awareness increased by 33%.Preference of AMF quadrupled during campaign.Awarded 'Best Mobile Campaign in the World' at Global Mobile Awards in February 2008.
Execution
TV ads: Famous young Swedish people, portrayed as seniors, invited you to send an MMS text message with your picture in order to see how you might look as retired.
Banners and outdoor posters were also used to spread the message. One part of the outdoor campaign used a technique called 'Lenticular printing', which made the face on the poster change from young to old depending on which angle you were watching it from.
In addition to using the mobile phone, you could upload your picture at a website – and also look at other people's transformations in a gallery.
MediaStrategy
The primary target audience for the election consisted of young, privately employed workers living in big city regions. Focus groups showed that their interest in their pension funds were more than limited.
By analysing their lifestyle and media habits we found that they were active and interactive persons. Their interests were focussed on social activities where friends and networking is important. They are used to new technology and it is a natural part of the their upbringing. Internet and the mobile phone has been with them since they were teenagers and plays an important part in their lives.
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