K&H: K&H’s retirement challenge wins another award

K&H’s pension challenge influencer campaign this year received a silver award in the Influencer PR Campaigns category. In the campaign, the financial institution showed how difficult it is to live on an average pension, while directing the attention of young people to self-care, savings and pension insurance – in an entertaining, yet brutally realistic form.

In the first season of the campaign, a year ago, the well-known influencer, Csingisz, undertook to live on an average pension for a month, and through his own experiences, he showed what sacrifices and creative solutions this situation entails. The campaign was successful, quickly proving that the topic of retirement can be conveyed to the younger generation in a credible and understandable way. Building on its success, K&H added another layer of sophistication to the campaign this year: it organized the second season of the “retirement challenge”, where Chingisz was no longer alone: ​​several influencers joined him, who were also trying to make ends meet on an average pension. Week after week, the participants showed how they had transformed their daily routine, what expenses they had to give up, and what creative compromises they made in order to have money left at the end of the month. During the campaign, they constantly emphasized the role of self-care, conscious financial planning, and retirement insurance. Followers got involved not only as spectators, but also as active participants: they shared their own savings tips and also encountered the campaign’s messages in the form of prize games on social media.

In addition to the Prizma silver, the professional strength of K&H’s pension campaign is also indicated by the fact that last year’s “jinxed” pension challenge recently won the Bronze Drum award at the Golden Drum international advertising festival. In addition, K&H’s pension campaign also achieved outstanding results at another standard professional competition, the Effie Awards. It received bronze awards in three categories, for example, the influencer campaign also proved itself among campaigns that did not include classic media. Both domestic and international recognitions show that it is possible and worthwhile to talk about the pension issue in a fresh way, through influencers – in a way that is relevant and inspiring for young people.