Centraal Beheer Interactive Pension City
From a standard PDF to a city where advisors discover pensions for themselves.
Centraal Beheer wanted to get financial advisors excited about its annuity and pension products. Advisors mainly focus on the mortgage application and tend to see pensions as complex or 'extra'. What was needed was a playful icebreaker to actually get that conversation started.
How do you stand out to advisors when every provider sends the same PDF, the same email and the same workshop?
Insight
With around twenty options in their portfolio, advisors don't choose purely on reason. They go with whatever is top of mind. And you don't win top of mind with a white paper. Knowledge you discover yourself feels like your own, which makes it stick much better.
Idea
The 'Stad van de Toekomst' (City of the Future): the only city where pensions aren't boring. An interactive world where advisors explore everything about Centraal Beheer's products at their own pace, by walking around, stepping inside and trying it for themselves.
Execution
We developed an interactive digital city where advisors roam freely and decide for themselves which buildings to enter. Each building holds its own feature: take a product quiz in the school, download the toolkit at the mailbox, discover the USPs at the CB Bank and walk through the application process at the office. There's also a mini-game along the way. New topics simply get a building of their own, so the city grows along with the product range.
Ready to design interactions that actually sticks with your brand Let’s talk
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