Sir Mary promotes Allianz pension plans for those who have other things on their mind at the moment

Pension provision is boring. Especially when you're young and have a thousand other things on your mind than securing your own financial future. But for the younger generations in particular, the pension situation in Switzerland is becoming increasingly complicated. The annual Credit Suisse Youth Barometer shows that 50% of young people are already worried about their retirement provision.

"As an insurer, it is our duty to do something for young adults," says Claudia Staub, Head Digital Experience and Ecosystem at Allianz Suisse. That's why the insurance company is launching "Flex Saving", its latest pension product that adapts simply and flexibly to the needs of young people. "But before you get to grips with the product, you first have to start talking about pensions," explains Claudia Staub.

The result is a rap video entitled "Scheiss auf morgen!", or in dialect "Schiis uf morn!" - abbreviated S-U-M-O - which reflects the basic attitude of many young adults when it comes to retirement planning: living carefree in the here and now instead of worrying about tomorrow.

For the video, Sir Mary was looking for musicians who live their lives true to the motto "Schiss uf morn!". This resulted in a collaboration between the Swiss rap crew Möchtegang and Dominik Richter, who would rather raise money on crowdfunding platforms for a demo video for his one-man digeridoo techno band than finish his studies.

The musicians had complete artistic freedom when developing the song. Only the motto was specified and it was agreed to produce a music video that would be flashy and play its way into the hearts of the target group through pointed statements and gestures. Sir Mary brought the German director Shan Blume on board, who has long since made a name for himself as the director of McFitti videos with a corresponding aesthetic. Doity was awarded the contract as the production company. The Berliners were able to impress with their long list of clients including names such as Sido, Marteria, Nena and Silbermond.

The music video, which is bursting with self-irony, was featured in both the View as well as on Radio Energy. Particular attention was paid to the topic of how insurance companies need to advertise today in order to attract the attention of younger target groups.

In addition to the video and the media strategy, Sir Mary also designed the landing page and various paid measures. Particular attention was paid to the online advertising media. These are visually based on the music video, but were intentionally produced using cell phones and have channel-specific content for Instagram Stories and Facebook Ads. The campaign is extended with native stories in high-reach media. The data points generated in this way are used to divide the target group into different segments. Finally, they are addressed individually again via cross-channel retargeting with messages tailored to their needs.

The campaign will run until the end of August and has got off to a successful start, not least because of the music video, which is atypical for an insurance company. The fact that the song is also quite controversial was a calculated move: "We want young adults to talk about pensions. That's why we allowed the musicians to address topics that are not of concern to us at Allianz, but to young adults," says Claudia Staub, adding: "Of course this polarizes people and also explains the odd negative reaction." But it's not for nothing that Allianz's brand promise is: courage means making.