01
Creative concept based on conversations between couples, bringing to life everyday situations
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 lassuranceretraite.fr.
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.
Mechanism
02
10 scripts based on the same concept for the marketing team to choose from
03
Casting to find professional actors for the radio campaign + recording at a professional studio with a sound engineer
A few figures
5
ads for the radio campaign in 30s and 15s formats
7
media coverage from 7 mainstream French radio stations including France Inter, RTL & RMC
2M
potential listeners on France Inter’s morning show
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