Trial Retirement: When Young People Retire
CAMPAIGN Four moving documentaries by renowned Swiss directors depict encounters between young people and seniors from very different backgrounds. Swiss Life’s content marketing campaign aims to raise awareness in Switzerland about rising life expectancy and challenge people’s own ideas about living a longer, self-determined life.We are living longer and longer and staying young longer. Consequently, the concept of age must also be redefined. "Swiss Life wants to give people in Switzerland orientation, inspiration and food for thought," says Elke Guhl, Chief Marketing Officer at Swiss Life.... "Proberentnern" ties in with the highly regarded campaign "Wir leben immer länger" ("We are living longer and longer"), with which Swiss Life and Jung von Matt/Limmat launched the discussion on rising life expectancy a year ago.With "Proberentnern", those responsible have created a content marketing campaign for all age groups. At the heart of the campaign are the documentaries: Four young people try out how varied and fun life is in old age by living with retired people for a limited time. The result is four surprising, cheerful, but also thought-provoking films. For example, Benjamin's (22) ideas of everyday life as a pensioner are turned completely upside down by Charles Eugster (96), a highly ambitious sportsman and professional.Playfully find out his age typeIn addition to the documentaries, visitors will find www.proberentnern.ch interactive and entertaining content about living a longer, self-determined life. Not only are the four protagonists and renowned Swiss filmmakers portrayed and their experiences portrayed, but also their own age type can be determined in a playful quiz. Anyone who wants to slip into the slippers of exciting seniors for a few hours can register for one of the five experience events in February and March.
On the specially designed site "Proberentner", interested people can find out which age type they are.The measuresJung von Matt/Limmat designed and produced various application measures on TV and online (banners, YouTube pre-roll, social ads, sponsored content) as well as all content for the platform. In parallel, a storyflow for internal communication and the company's own channels as well as various media relations measures were developed. The four documentaries were launched exclusively as a premiere at the 51st Solothurn Film Festival. Leading Swiss filmmakers accompanied the project with their expertise. Swiss Life has been committed to Swiss film since 2008 as the main sponsor of the Solothurn Film Festival. The selection of the protagonists in the four documentaries was based on the four age categories of the GDI study "Digital Ageing - On the way to an ageless society", which was commissioned by Swiss Life. This outlines the possible scenarios for the ageless society and proves that the survey participants have a false idea of age.The Proberentnern Best Of
