All advertising from AMF Pension focuses on the idea that the future is bright and there are reasons to look forward to it. We wanted to make the idea of a pension important for younger people by getting them to think about the future. This campaign employed phone messaging and a web-based service where visitors could have their photos aged, so that they looked 70 years old. The campaign included film spots (with Peter Siepen and Charlotte Perelli), outdoor boards, internet banners and a website.During October only, 322,946 photos were submitted by visitors that wanted to see how they might look as 70-year-old retirees. The initial target was 50,000 visitors.
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