K&H: pension-focused influencer campaign receives international recognition

By: Trademagazin Date: 2025. 10. 29. 11:11

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K&H’s educational campaign last year, “Csingisz’s Pension Challenge”, won the Bronze Drum award at the Golden Drum international advertising festival. In the campaign, Csingisz undertook to try to live off the average pension for a month, thus demonstrating through his own experiences the challenges faced by Hungarian pensioners.

The aim of the creative approach was to draw young people’s attention to the importance of conscious pension savings – and the recognition from the public and the profession proves that the topic can be addressed in an authentic, understandable way. So much so that the financial institution organized the pension-focused influencer campaign again this year, this time with several influencers joining Csingisz.

K&H has received significant recognition at the Golden Drum, one of Europe’s most prestigious advertising and creative industry competitions, which attracts agencies and brands from over 40 countries. K&H’s campaign won the Bronze Drum award and was also a finalist in two other categories.

This recognition proves that the issue of retirement is of paramount importance in Hungary and around the world. It also indicates that with appropriate creative solutions, the importance of self-care can be demonstrated to young people, even though many of them are not necessarily thinking about old age yet. Following last year’s success, K&H continued its influencer activities this year as well, in which they demonstrate through everyday life situations how to consciously plan your finances – whether it’s about savings or insurance protection.

The majority has moved to mobile

According to K&H data, interest in digital insurance solutions is growing stronger. The 35–50 age group accounts for more than 70 percent of pension insurance policies taken out on mobile. This group already has a stable income and longer-term financial goals, which makes it easier to start and maintain retirement savings. The gender ratio is almost equal, which also indicates that conscious planning has become an important value for both sexes.

Experience about finances

“The particularly strong participation of the 35–50 age group in the pension insurance market shows that this group already knows from experience how important it is to start saving on time in order to maintain their usual standard of living”

– said Székely Pálma, head of sales and life insurance at K&H Insurance.

The expert emphasized that the current award is not only a creative recognition, but also feedback that financial education can be presented in a way that is understandable and experiential – in a form that truly reaches younger generations.