Reach out to a notoriously stubborn and difficult to reach target audience to tell them something they don't want to hear: they're getting old and they should really see what the status is on their pension.
Insurance companies don't have a great reputation; it's hard for people to trust them with their retirement. Furthermore, the abundance of (non-relevant) available information doesn't make things easier.
We found common ground in nostalgia by targeting them on their year of birth. This doesn't just give us the means of giving them exactly the information they need, but also creates trust by interlacing the important info with music and fun facts from the old days.
Made while working at Sinc agency.