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What Made ATP x Aller Media Campaign a Success in Promoting Pension Day 2016

Goals and objectives

ATP is Denmark's largest pension company and pays out welfare benefits such as child allowance, old-age pension, holiday allowance, etc. The ATP Group solves tasks for the parties of the labour market, municipalities and the state - and has contact with almost all citizens and companies in Denmark. 

The event “Pension Day 2016” was on Sunday, 30 October 2016, where you go from daylight saving time to winter time and thus get an extra hour that day. Pension Day is a joint campaign effort for all Danish pension companies under the headline: "Spend an extra hour on your pension”. On Pension Day, all Danish pension companies offer free telephone pension counselling from 11.00 – 14.00 o’clock. Each company focuses on topics relevant for their specific target group, to make counselling optimal. 

ATP’s ambition is to make pension easier to understand – to make it simple and concrete, and provide information to selected target groups on how they can use their extra hour on Sunday, 30 October to optimize their pension savings. The target group in focus for 2016 Pension Day was women, as studies show that women are significantly less interested in pension savings than men.