French national radio campaign for the CNAV


Client CNAV French National Pensions Agency

Project Radio Campaign

The Caisse Nationale d’Assurance Retraite (French National Pensions Agency) wanted to encourage people reaching retirement age to create a personal account on

Caisse Nationale d'Assurance Vieillesse

The challenge

How could we engage different target audiences and encourage them to create an account using drive-to-web radio ads? Dual objective: capture their attention and ensure they remember the website address.



Creative concept based on conversations between couples, bringing to life everyday situations


10 scripts based on the same concept for the marketing team to choose from


Casting to find professional actors for the radio campaign + recording at a professional studio with a sound engineer

Caisse Nationale d'Assurance Vieillesse

A few figures


ads for the radio campaign in 30s and 15s formats


media coverage from 7 mainstream French radio stations including France Inter, RTL & RMC


potential listeners on France Inter’s morning show

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