Reaching New Markets

While researching mobile advertising, I came across a pretty awesome campaign done by the Swedish agency Forsman & Bodenfors for AMF Pension. This integrated campaign revolved around billboards enticing people (mainly a younger audience) to take a picture of themselves with their cell phone and send the photo via MMS to the pension provider. Minutes later, they would receive a retouched photo back from the pension provider showing what they would look like at 70 years old.

The campaign was designed to get people thinking about their pension plans at a younger age. I thought this was a brilliant way to attract a younger target market to a topic they don't normally research on their own. 

Part 4 of a 6-part series.