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Sven Almost 100 Campaign






  • Concepting
  • Design
  • Development


Sweden's leading pension provider, Nordea Liv & Pension, wanted to encourage more people to save for their pension, and asked BBS Group / BerntzonBylund for help with how to market something that only a few are interested in. Research showed them that people are getting older and older, and healthier and healthier, with the number of 100-year-olds steadily increasing. At the same time, many people in the 30-45-year-old target group are not saving enough to have a pension that would last throughout their retirement. Based on these insights, the team asked the question: if you reach 100, will your pension last for your entire lifetime?

BBS Group / BerntzonBylund decided to highlight the case of Sven, almost 100 years old, for the answer. Through Sven, they explained how wonderful an active life can be when you are nearly 100. With warmth and humor, the team wanted to dispel the disinterest in pension saving. They produced a main film, which was subsequently developed into several different versions. With a limited media budget, they decided to focus the campaign on social media and digital channels. Their bold and perceptive client had the courage to commit the entire project to these channels. A campaign website provided visitors with further information. Carefully selected target groups, several versions of the main film, and continuous improvements delivered some fantastic results.