Retirement is often associated with something distant and anonymous. In 2024, SPP launched Pensionspremiären (the Pension Premiere) to challenge that image and turn retirement into a clear milestone worth celebrating. Inspired by the Swedish tradition of celebrating upper secondary school graduation, SPP wanted to create a new tradition in which retirement is seen as something positive and eagerly awaited, in line with the vision “A future to look forward to”. Now the campaign is entering its second year.

“We want to change how people see retirement and create media visibility that gives us the opportunity to get our message across,” says Rickard Ydrenäs, Press and PR Manager at SPP.

In collaboration with Novus, a survey was carried out that shed light on Swedes’ attitudes to and plans for their retirement. Ahead of this year’s Pensionspremiären, Novus was again commissioned to carry out a survey, this time as a follow-up. The results show that the younger generation’s engagement in their pensions is increasing, but so is the concern that their savings will not be enough by the time they retire.

Hjalmar Strid, adviser at Novus, was responsible for the survey.

“Pensions are an issue that does not really get the focus it deserves. That is why it is fantastic to have creative clients where you get the chance to think a little outside the box and together find exciting new angles to explore. In my collaboration with SPP, we have created a good balance of hard facts combined with innovative creativity. Something that really helps Swedish citizens when it comes to pension issues!”

An important driving force in the campaign work on Pensionspremiären is to increase engagement in pension savings, especially among younger people.

“By creating a renewed image of retirement, we can spread knowledge, build engagement in pension savings and get more people to actively take charge of their pension early in life. The effect of compound interest is hard to beat when it comes to long-term saving!” says Petra Winberg, Brand Manager at SPP.

Insight that makes an impact

The Novus survey has served as an important tool for giving the campaign credibility and weight. It was referred to both in the media and in conversations with politicians and the business community. Among other things, SPP’s savings economist Shoka Åhrman presented the results on TV4’s Nyhetsmorgon.

“The facts gave us the opportunity to raise the discussion about future pensions in a completely different way than if we had only had the Pensionspremiären celebration. The combination of emotion and facts made the message much stronger.

“The survey is also used as the starting point for a discussion at a seminar, ‘How everyone can get a pension worth celebrating!’, which we arrange in connection with the celebration. The idea is to create a discussion about future pensions. Today’s pensioners can celebrate, but what about tomorrow’s?” says Rickard Ydrenäs.

The results have also been used internally. The survey helped anchor the idea with management and showed that the campaign highlighted a real challenge.

“The survey results highlight a problem that we, as a pension company, have a responsibility to address in order to create financially healthy pensioners in the future, and a healthier society as a whole,” says Petra Winberg.

Rickard Ydrenäs concludes by emphasising how the balance between facts and emotions plays a decisive role in achieving success:

“When we manage to combine rational facts with emotional values, we achieve the maximum effect from our communication and advertising. The survey helps us drive opinion and dialogue with economic and political decision-makers, as well as deeper discussions with our customers. Thanks to the balance of facts that Novus contributed and the emotion of the celebration, it was a success!”

Read more about Pensionspremiären here (in Swedish).