Velliv
Velliv needed to make its customer-owned model and personal approach matter in a category often experienced as distant, complex and interchangeable.
The Challenge
Turn structural differences into human relevance.
Being independent and 100% customer-owned is a meaningful distinction. But ownership structure alone is not a compelling campaign. The task was to translate Velliv’s model into differences people could recognise in their own experience of a pension company.
the solution
Start with a question.
The campaign opened with a simple provocation: “Hvad nu hvis…” Each execution challenged an accepted category convention, then answered it with something Velliv could credibly offer. The platform came together in: “Pension som pension bør være.”
ROLE
Concept development, campaign platform and copy.
My role was to translate Velliv’s customer-owned model and personal approach into a clear campaign platform – built around a repeatable question-and-answer structure that could carry across executions.
IMPACT
Tested, adopted and carried forward.
The platform was tested with 1,100+ respondents and assessed as credible, distinctive and durable. It was rolled out across TV, print, digital and LinkedIn, with personal advice continuing as a central brand driver for Velliv.
