Making pensions relevant to young people

The Finnish Centre for Pensions needed to reach young people — an audience generally uninterested in pensions and skeptical they'd ever receive one. Dry, official communication had been completely ineffective.

Vapa created the 'Eläkepätäkkä' ('Pension Dough') campaign, built entirely around the language and channels of youth culture. Using a direct, humorous, and myth-busting approach, the campaign tackled pension misconceptions head-on and reframed retirement as something to look forward to.

The campaign achieved a cost per engagement of €0.03 and a cost per view of €0.00. It reached over 350,000 people and drove an 890% increase in website traffic compared to a non-campaign month.