CrusaderSterling Pensions Limited is a leading Pension Fund Administrators (PFA) in Nigeria. It was incorporated on 12th of October, 2004. The company was licensed and is supervised by the National Pension Commission (PENCOM).
The Nigerian pension industry in general has struggled to reach a younger audience. Crusader Sterling Pensions wanted to reach this audience through engaging content on digital and traditional channels.
The main objective was to launch a campaign using exciting digital content. To boost the reach of the campaign effectively by creating online awareness for the brand.
The Big Idea
Created a compelling campaign to capture Gen Z through carefully selected influencers. To generate a relatable campaign that captures a wide audience whilst keeping their mind sharp and engaged.
To create content that is easy to recall and points out the peculiarities of the product.
On the radio, over 2,500 spots were bought across different states; Lagos, Abuja, and Port Harcourt, etc. We not only target stations our TA listens to but targeted high-rated programs across different, key rush-hour time belts across the states.
The digital content, both videos, and creative designs revealed the many strengths of the product.
The campaign video was widely shared across social channels and also deployed in cinemas across the country.
Reach across social media increased to almost 7 million.
The campaign reached over 11 million people on digital channels.