The print, TV and direct mail campaign will target Swedish workers, informing them of their individual entitlements and of how part of their retirement savings are invested.
There were 20 Stockholm-based agencies pitching for the campaign, which is intended to reach all Swedes between the ages of 15 to 60.
The promotion is slated to start in January 1999, when five million Swedes will receive a letter, composed in personal style, which will include an estimate of how much each can expect in pension benefits. A TV and print campaign will run at the same time.
Copyright September 1998, Crain Communications Inc.