As of immediately, ERGO is beginning a multichannel campaign for private pension plans. Until 7 March, advertising clips will be shown on TV and online, accompanied by an influencer campaign on Instagram. In this way, ERGO is strengthening its position as a competent provider of pension plan products for all generations. The content was developed in cooperation with Jung von Matt/SAGA.
“Particularly in the generations Golf to Y, born as of 1980, the topic of pension plans has been of little importance up to now”, explains Imke Jendrosch, Global CMO ERGO Group. “This despite the fact that private pension plans are becoming more and more important. By planning your pension today, you can avoid having to make concessions in old age. That’s what we’re campaigning for and quite deliberately with humour and a wink.”
“So that you can remain as flexible later as you are today. The pension plan products of ERGO adapt to your life circumstances” is the core message of all measures, under which, as of 25 January, advertising clips will be running for six weeks. This will be accompanied by an influencer campaign and an online banner campaign on the topic ERGO fund investments.
The campaign measures in detail:
Planning for more freedom in old age
The advertising clips under the title “Old World” present lifestyles and activities which are usually ascribed to young people, such as partying freely for nights on end. Cliches are played upon with a casual wink while being simultaneously embedded in unusual contexts, in order to increase the attention of the viewers. The clips will be running as of 25 January as 25-second and 10-second spots, as well as in one-minute length on social media. In addition, display ads, and point-of-sale and dialogue measures will be used. The campaigns will together lead onto a landing page which has been specially developed.
Sustainability and pension planning are not mutually exclusive
In order to increase awareness of ERGO in younger target groups, ERGO is launching an accompanying influencer campaign on Instagram with a focus on sustainability in retirement planning.
Illustrating the diversity of pension plans
On 15 February 2021, an additional and accompanying online banner campaign will be launched on the topic of ERGO fund investments. In doing so, ERGO also illustrates its expertise in financial products, in order to position itself as a competent partner for consumers in this area.
