Every year, Delta Lloyd Life organises a National Pension Poll to get a view on how Belgian's think about pension-related matters. And to communicate the results in a way that would ensure both impact and return in the market, they asked Famous to organise a campaign targeting the media and journalists.
One of the biggest challenges is how to keep the Belgian pension system affordable and how to guarantee pensions for future generations. And one of the most commonly quoted solutions is to make people work longer. Nevertheless, there is still a lot of discussion about how exactly and in what form people should be required to work longer
The 2013 edition therefore focused on two questions;
- is the pension age of 65 fixed?
- and what is the Belgian's view on end-of-career policy?
There, in a nutshell, are all the ingredients for a well-stocked pension debate around the central theme: Retirement age: an utopia?
Delta Lloyd asked us:
- to think about how to present the results to “traditional” journalists at a press conference,
But also to think about:
- An “original” approach to bring the story to life in the form of a buzz moment prior to the press conference, and
- How to translate the story for social media during and afterwards.
What we did.
This issue is one that affects all of us. Which is why we thought it was one that should be discussed out on the street. And so we placed two big digital screens in the centre of Brussels. Each screen contained different points of view on the pension debate.
People were asked to participate via Twitter (#pensioendebat #debatpension), text message or Facebook. And the results were shown immediately on the big screens, ensuring instant engagement with the “man (and woman) in the street”.
The Minister for Pensions, Alexander De Croo kick-started the campaign while at the same time, various opinions were streaming in via Facebook and Twitter and amongst the blogging community.
After 10 days of street debate, we organised a press conference where 10 influential panel members from different sectors were invited to give their views on the 10 key results of the National Pension Poll.
The debate enjoyed significant social media exposure via, among others, live Twitter reporters. And social media “attendees” could share their opinions in turn courtesy of a Twitter wall at the press conference.
This campaign proves that what initially looked like a perennial, traditional offline PR event can easily be transformed into a fully-fledged offline and online campaign with the power to create impact. To put that into perspective, we succeeded in generating around 1.5 million euros in earned media.