Anadolu Hayat Emeklilik’s “Good Future Membership” campaign, which features Sefo and aims to introduce younger generations to the individual pension system, has won a total of four awards at the prestigious advertising and marketing events, the Crystal Apple Awards and the Brandverse Awards.
The campaign, which aims to transform younger generations’ perception of the individual pension system, achieved significant success at this year’s 38th Crystal Apple Awards. Anadolu Hayat Emeklilik’s “Good Future Membership” campaign won the Crystal Apple Award in the “Film – TV & Cinema – Banking, Insurance and Financial Services” category, whilst also securing a Silver Award in the “Integrated Campaigns – Banking, Insurance and Financial Services” category.
The campaign carried its success at the Crystal Apple Awards over to the Brandverse Awards. “Good Future Membership” won a Silver Award in the Film-Finance category and a Bronze Award in the Media-Integrated Media category at the Brandverse Awards, bringing Anadolu Hayat Emeklilik a total of four awards.
Launched as the first step in Anadolu Hayat Emeklilik’s new communication strategy, the campaign set out with the slogan: “So that no one has to give up what they have today for the sake of tomorrow, and so that everyone can invest in their future; the ‘Good Future Membership’ is here for you!” By combining the concept of membership—which has become one of today’s widespread habits—with the idea of investing in the future, the brand aimed to forge a stronger connection with younger audiences in particular and to highlight the importance of starting individual pension planning at an early age.
The campaign, developed in strategic partnership with Punch BBDO, featured a special song with lyrics and music by Sefo. In the advert, presented in the format of a music video, Sefo’s anxieties – stemming from the belief that saving for the future means giving up what he has today – were addressed in a humorous tone. At the end of the film, it is revealed that these worries were merely a dream, whilst the message conveyed is that, thanks to Anadolu Hayat Emeklilik’s “Good Future” approach, it is possible to prepare for the future without compromising on the present.
Anadolu Hayat Emeklilik, one of the leading organisations in the individual pension and life insurance sector, continues to reach out to future savers through its innovative communication approach, whilst the awards won by the “Good Future Membership” campaign have once again demonstrated its success in the field of brand communication.
