How do you position yourself as a new player in a highly competitive market where there’s a lot of budget among the competition? How do you make sure you position yourself differently from your competitors, and what story do you want to tell? How do you make the brand scalable so that it can be applied to other possible financial products?
In our brand strategy workshops, we examined the landscape and extracted the brand story, brand personality and positioning. The new pension product will be part of a larger line of financial products, so we chose a name that is easily scalable. Inspired by the Dutch saying that somewhere you have a ‘potje’ with some money (although it sounds small, most of the time it’s quite a lot of money that’s stashed in a ‘potje’), we chose this as the basis for the brand family name. A pension potje, beleggingspotje, juniorbeleggingspotje, sparenvoorlaterpotje, hypotheekpotje... From the strategic vision, the ‘potjes’ brand line was specifically set up to reach people in the Netherlands with little to no experience in investing or pensions. With a low initial deposit, and little hassle, it’s easy and transparent to arrange your own potje. The website was set up on a sales-driven UX basis, with online marketing and remarketing immediately included to reach the right target groups. Marketing was set up based on a funnel approach following the ‘See-Think-Do-Care’ model to get the right leads who want to start their pension.
We based the concept on the fact that arranging your pension through Pensioenpotje is really easy. Everyone finds retirement terribly boring to think about and let’s be honest, maybe you don’t want to think about it later at all. Good thing that at pensioenpotje.nl you can let others do that ‘boring’ work for you, as the steps and explanations are easily explained. With the slogan ‘Pensioen, gewoon ff doen’ (Pension, just do it), we address this aspect of the brand. As for the visualisation of the identity, we opted for a fresh no-nonsense look, since it’s important for the target groups to recognise themselves in the communication through images, animations and straight-forward text. This is also reflected in the campaign we developed which is launching on a large scale in the Netherlands 'consumeerbaar’ gemaakt. Met de pay-off ‘Pensioen, gewoon ff doen’, geven we antwoord op deze emoties. In de vertaling naar de identiteit hebben we daarom gekozen voor een frisse no-nonsense visualisatie. Belangrijk aspect is dat de doelgroepen zich herkennen in de communicatie door beeld, animaties en no-nonsense copy. Deze voel je ook weer terug in de campagne die wij ontwikkeld hebben en groots in Nederland lanceren en uitrollen.
Pensioenpotje.nl makes it possible for everyone to invest in a pension. With a tight labour market, companies feel the need to offer their employees more, so Pensioenpotje gives employers and employees the opportunity to quickly arrange their pension online in a new, more convenient way.
