Aħseb għal għada
Pensions Plans
Overview
The BOV Pension Plan Campaign promotes Personal Pensions through a multi-channel approach targeting Gen Z, Millennials, and Gen X. Launched in 2024, the campaign rolled out in two phases focused on awareness and education. In 2025, Phase 3 is being deployed, split into two parts, with a continued focus on driving early investment through tailored, relatable messaging focusing on frequently as questions surrounding pensions.
The Challenge
Awareness is high, but conversion is low due to cultural reliance on state support, low financial literacy, and limited disposable income—especially among younger audiences.
The Solution
In this phase, the campaign features reels with local influencers to educate viewers on the benefits of starting their pension early, using relatable content to break down complex topics and drive engagement.
