Home Zurich and Bank Cler call for retirement planning with a bucket list

How do you get young people to think about retirement planning? To meet this challenge, Bank Cler and Heimat Zürich have developed a channel-specific activation concept for the currently running ATL pension campaign.

For this communication challenge, the financial services company relies on the bucket list. This refers to a list of things that one would absolutely like to experience. In concrete terms, Bank Cler, together with Heimat Zürich and Studio Nord, has developed a series of films that draw attention to precisely this. The four spots, each 20 seconds long, were designed for use on TikTok and Instagram and implemented in the appropriate style.

Instead of clichéd images about security or quality of life in old age, the campaign focuses on fun and big dreams that can be fulfilled after retirement thanks to private pension plans. Just as the fictional Frieda has already done in the commercials.

To ensure that the dreams on the bucket list do not fail because of money, a competition has also been launched in which someone can win up to CHF 7,056 for pillar 3a. This corresponds to the maximum amount that can be paid in with pension funds in 2023. The competition was advertised on Instagram in its own teaser film.

Responsible at Bank Cler: Gregor Eicher, Barbara Gürtler, Larissa Rihm. Responsible Agentuir: Home Zurich. Film production: Studio Nord, Nadja von Burg (producer), Valentin Kathriner (director).

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