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Mindshare Sweden | AMF | Future Self
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| Convincing young people that pension funds are important is a perennial problem. Undaunted, AMF appointed Mindshare to help launch
a new product aimed at the privately employed Swedish youth. Mobile phones were used to drive the resulting campaign, asking people to
imagine what they'd look like at retirement age. Traditional media (like TV) featured local stars, dressed as seniors, who invited consumers
to MMS their pictures - which were then digitally aged. Over 300 000 people participated, with sales targets exceeded by some 50%. |
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