Question Retraite

Issues

Question Retraite's mission is to encourage and implement activities that aim to train and raise awareness among Quebecers regarding the importance of ensuring their financial security when planning their retirement. One of these activities is the annual organization of the Month of financial planning for retirement, which includes the launch of a competition. Since the results of the previous campaigns have been insufficient, Question Retraite was looking for a way to increase the interest of its target audience (men and women 25 to 45 years).

The ATYPIC touch

To mark a big difference between the 2007 edition of the Month and the previous ones, ATYPIC proposed a powerful concept. It hired a well-known, dedicated and conscientious spokesman (Dominic and Martin) and created an interactive site with an easy to remember URL, www.monplan.ca.

Results

ATYPIC was right on track, because the activities of the Month of financial planning for retirement 2008 have experienced a great success. In addition to noticing a considerable increase of the notoriety of Question Retraite due to the impressive press coverage, the registrations to the contest were multiplied by twelve.