When you retire, you’ll still be you. If cooking is your thing, you’ll want to finally take that trip to Tuscany. If you surf now, you’ll still be chasing the perfect swell in Jbay. With this insight in mind, our client, Glacier by Sanlam challenged us to shift the thinking around retirement from the traditional porch sitting or golf playing – uncompelling and clichéd – to showing younger South Africans how retirement is their opportunity to truly live out their passions. But only if they get financially prepared early.
Experiences were captured through social media and blog posts. Major insights were shared as the weeks progressed and promoted Facebook posts and short auto-play videos targeted young professionals. Proactive traditional media relations and a native advertising partnership with Personal Finance increased awareness and provided expert insights on the relevant topics. Our approach brought the realities of retirement to life for young professionals. The substantial impact of the campaign was evident in the outpouring of messages on social media, which thanked Glacier for showing them the realities of retirement. Many comments stated a newfound commitment to starting the process of planning for the golden years.