CHALLENGE

Algemeen Burgelijk Pensioenfonds (ABP) is one of the largest pension funds in The Netherlands. We wanted to grow their awareness and encourage more people of all ages to recognize the importance of saving for their future – and then consider starting.

Solution

Together with ftrprf, we crafted an inspiring documentary that formed part of the ‘ABP 100 jaar’ campaign. Called ‘Ontmoetingen’, which translates to ‘meetings’, it featured ten people, each from a different generation, travelling through The Netherlands, sharing and discussing their dreams, concerns, and ambitions. We marketed it through social media (Instagram, Facebook, and LinkedIn), tailoring copy and visuals to each platform to reach a broad audience, and inspiring many to think about and save for their future.

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