The document discusses Pension Appreciation Day, an annual event held in Denmark on the last Sunday of October when the time changes. The event was created by the Danish Insurance Association to help remedy confusion about pensions and encourage Danes to review their pension schemes. On this year's Pension Appreciation Day, awareness of the event was 25% among Danes and 6% checked their pension information, with over 2000 calls to pension funds and increased conversations about pensions. Evaluation found the campaign successfully brought awareness and action around pensions.

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2. C o n c e p t
The DIA introduced Pension Appreciation Day on Sunday, October 25th 2015. On this day, we changed from daylight-saving
time to standard time and were given an extra hour.
In this connection, the DIA encouraged people to spend the extra hour going over their pension.
Pension Appreciation Day is a recurring event. It takes place every year on the last Sunday in October when we change from
daylight-saving time to standard time, which means that this year, Pension Appreciation was held on Sunday, October 25th
.
PENSION APPREATION DAY
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B a c k g r o u n d
The purpose of Pension Appreciation Day is to remedy the confusion and complexity that is often associated with
pension. At the same time, the goal is to make the Danes more involved in their own pension schemes. Therefore,
Pension Appreciation Day is meant to create dialogue about pension and encourage people to keep track of their
pension schemes.

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NOT JUST A
GIMMICK
• NOT JUST A MARKETING STUNT
• PHONES EXTRAORDINARILY OPEN FOR 3 HOURS
• CHAT AND FACEBOOK COUNSELLING AVAILABLE

5. Target audience
P R I M A RY: C o n s u m e r s a g e d 2 5 +
S E C O N D A RY: P r o f e s s i o n a l p o l i t i c a l s t a k e h o l d e r s

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Creating
Awareness
• OUTDOOR
• PRINT and WEB
• PR
• SOCIAL MEDIA
• DIRECT MAIL FROM OUR MEMBERS TO THEIR CUSTOMERS

7. O U T D O O R
4 8 0 m ² b a n n e r a t
N ø r r e p o r t s t a t i o n i n t h e
h e a r t o f C o p e n h a g e n
2 5 0 , 0 0 0 p e o p l e
p a s s b y e v e r y d a y

8. O U T D O O R
F R O M
O D E N S E

9. SOCIAL MEDIA
INSTAGRAM

10. S O C I A L M E D I A
FA C E B O O K
&
T W I T T E R

11. T V
O U R C E O
O N L I V E T V

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Online Advertising
Examples of web advertising. Backgrounds on online newspapers, campaign sites and shares on Instagram

13. PRINT
News papers

14. P i c t u r e f r o m
o u r m e m b e r ’ s
w e b s i t e
d u r i n g t h e
c a m p a i g n

15. DIRECT MAIL
FROM A
MEMBER

16. DIRECT MAIL
FROM A
MEMBER

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R E S U L T S
A N D
E V A L U A T I O N

18. 25
R e s u l t s
30 Press clips
Across both national and regional press
Twice as many users at
Pensionsinfo.dk
Pensionsinfo.dk - a site where consumers can check their personal
data across pension funds, public pension schemes etc.
2000 calls
Approx. 2000 Danes called their pension fund during the
three opening hours
Longer conversations
Our members report that the conversations they had with
their customers were much longer than usual
TV news story
Our CEO explained the campaign on live national TV
.

19. A w a r e n e s s
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Compared to benchmark this number is very satisfactory for a new
campaign with a relative small budget. Bechmark:13 %
25% of the Danes have heard
about or knows the campaign
25%
31%
85%
Awareness

20. A w a r e n e s s
27
6 % of the Danes aged 18 - 65, corresponding to 212,000 people,
did a check-up on their pension during the campaign
6% of the population212,000
31%6%
85%
Action
Danes

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“The campaign was a good reminder
about something I otherwise wouldn't
have thought about”
“The campaign made me think of
pension, but I didn’t do anything”
“I arranged a meeting with my pension
fund”
“I didn’t change anything about my
pension, but it made me relax knowing
everything look as I had hoped”
C u s t o m e r R e v i e w s