FAKE SELF-HELP BOOKS AGAINST AGE POVERTY
Title | FAKE SELF-HELP BOOKS AGAINST AGE POVERTY |
Brand | DEUTSCHER SPARKASSEN - UND GIROVERBAND E.V. |
Product/Service | RETIREMENT PROVISION |
Category |
D01. Social Video |
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
PR
|
JUNG VON MATT Hamburg, GERMANY
|
Production
|
HESSE STUDIOS Berlin, GERMANY
|
Additional Company
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DEUTSCHER SPARKASSEN UND GIROVERBAND Berlin, GERMANY
|
Credits
Till Eckel |
Jung von Matt AG |
Executive Creative Director |
Sven Rebholz |
Jung von Matt AG |
Managing Director |
Johannes Hicks |
Jung von Matt AG |
Creative Director |
Frances Rohde |
Jung von Matt AG |
Creative Director |
Stephen Quell |
Jung von Matt AG |
Creative Director |
Lukas Popp |
Jung von Matt AG |
Junior Copywriter |
Benjamin Baum |
Jung von Matt AG |
Copywriter |
Sarah Dornieden |
Jung von Matt AG |
Senior Art Director |
Ole Nagatis |
Jung von Matt AG |
Senior Concept Creative |
Greta Attinger |
Jung von Matt AG |
Junior Art Director |
Christopher Schneider |
Jung von Matt AG |
Art Director |
Aline Mathieu |
Jung von Matt AG |
Junior Copywriter |
Benjamin Mohr |
Jung von Matt AG |
Senior Art Director |
Julian Schnaars |
Jung von Matt AG |
Art Director |
Maximilian Lange-Brandenburg |
Jung von Matt AG |
Copywriter |
Antonia Trippner |
Jung von Matt AG |
Graphic Designer |
Matthias van de Sand |
Jung von Matt AG |
Head of TV |
Sergii Eisenstadt |
Jung von Matt AG |
Junior Producer |
Sascha Lutzius |
Jung von Matt AG |
Client Service Director |
Yasemin Küçük |
Jung von Matt AG |
Project Manager |
Silke Lehm |
Deutscher Sparkassen - und Giroverband e.V. |
Lead Marketing-Communication |
Nadin Hirsch |
Deutscher Sparkassen - und Giroverband e.V. |
Campaign Manager |
Meike Drefahl |
Deutscher Sparkassen - und Giroverband e.V. |
Creative Director |
Arabella Bartsch |
Freelancer |
Director |
Tobias Koppe |
Freelancer |
Director Of Photography |
Laura Imkamp |
Jung von Matt AG |
Videographer |
Rocco di Mento |
Freelancer |
Editor |
Delia Baum |
Freelancer |
Photographer |
Background
Germany has a real problem of great social relevance: the pension gap between men and women. In fact, women currently get only half as much pension as men and three out of four are facing poverty when they get retired. Unfortunately, despite this frightening facts, far too few women worry about their retirement. That's why Sparkasse, Germany biggest bank, wanted to give them a wake up call and get women talk and think about this issue, while strengthening the role of Sparkasse as THE bank for the people.
Describe the strategy
The reasons for the pension gap are manifold: maternity leave, marital financial dependence or the pay gap. Many women think they can't do anything about. So we wanted to show them that they are not alone and empower them to help themselves. Furthermore we wanted to give young women a wake up call. That’s why we showed them what bad opportunities they would have left, if they do not start to think about their pension.
Describe the execution
To reach our young target group (women aged between 24 – 35) and to open a public conversation about the topic itself, the campaign took place on social media (Instagram and Facebook). In order to generate momentum, we launched the campaign on the first day of the Frankfurt book fair. Since at this time of the year all of Germany is talking about books. To attract even more attention, we partnered up with Nike van Dinther, one of the most famous feminist influencers of Germany, who addresses gender related topics. Getting advantage of her public appearance and confronted the people with this topic. Always carrying our message "Better good advice than bad self help."
List the results
Within a single week, the books generated nearly 10 million media impressions and reached over 6 million women. It was widely shared and commented on social media. Women (and men!!!) across all generations not only gave their thumbs up but also really loved the idea. The online community got crazy about the books and asked, where they could actually buy them. They even became creative themselves, making up their own book titles. Besides Nike, other German influencers and activists jumped on board and even shared our message without being hired by us. The campaign was covered in dozens of major publications all over Germany. With the help of an absurd book company Germany was finally talking about the pension gap and we've reached our goal to empower women to face reality and take the matter in their own hands.