OTP Voluntary Pension Fund: You can't work forever

OTP, a pension fund, used an integrated campaign to explain the importance of pensions to prevent old-age poverty, and increase signups in Hungary.

Campaign details

Advertiser: OTP GroupBrand: OTP BankAgency: Café PR KftCountry: Hungary

Challenges and research

  • OTP Voluntary Pension Fund is the biggest and oldest actor in it's market with 219 000 clients. However, this number has stagnated for various reasons:
    • From the results of OTP Bank's annual research, we've found; that Hungarians realized that the current national pension system is not sustainable, and therefore old-age poverty will be a problem. However they have found wrong solution: 64% claim that they plan to work even after retiring.
    • Therefore only 33% of Hungarians have or plan...

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