As mentioned above, the audience we wanted to address was not so keen on pondering their retirement and considering retirement provision, which is why we created a social video that brought across a ‘fun’ message. With the aim of extending its reach (stimulating sharing of our video), we wanted to give the video extra talk value and tied it in with the drone craze that was raging at that time. We see a lad telling his story about the realisation of his childhood dream to fly around in a flying hammock. To be able to live this dream after his retirement, he engineered that hammock by his own hand in a barn. In his words: ‘to enjoy this “biggest holiday” in the most relaxed way, you’d better start working on it early.’

From the last week of October until mid-November, we seeded the video through Centraal Beheer’s social media pages and supported it with a modest seeding budget (less than 50K).

The video was picked up worldwide by media like Mashable, Imgur, 9GAG, The LAD Bible etc. It was intensively shared and collected – as far as we could trace – over 15,000,000!! (15 million) views. Centraal Beheer’s YouTube channel collected just over 1 million, The LAD Bible did almost 10 million views on Facebook, and Imgur collected almost 3.2 million on their site.

Interest in and, more importantly, actual sales of Centraal Beheer retirement provision products went through the roof (we are not allowed to share sales targets and/or sales figures).