One YouTuber Learns the Importance of Ontario Pension Plans
Riley von Niessen — May 16, 2016 — Marketing
References: adweek
The government of Ontario and advertising agency Bensimon Byrne joined up to get youth thinking more about their future and Ontario pension plans. One of the ads shows Andrew Huang, a YouTube star, cooking with a retiree by the name Livingstone. The two make a jerk chicken recipe and then make music using objects in the kitchen -- something that Andrew does for his YouTube channel.
Representing the millennial age group in the ad, Andrew teaches Livingstone how to be a YouTube star, while learning about retirement at the same time. Following the excited pair, Livingstone gets a better understanding of the technology used by the millennial as well as the emphasis on Internet culture. Once the food is cooked, Livingstone explains retired life, focusing on the importance of saving, investments and getting an Ontario pension plan to ensure a positive future.
Representing the millennial age group in the ad, Andrew teaches Livingstone how to be a YouTube star, while learning about retirement at the same time. Following the excited pair, Livingstone gets a better understanding of the technology used by the millennial as well as the emphasis on Internet culture. Once the food is cooked, Livingstone explains retired life, focusing on the importance of saving, investments and getting an Ontario pension plan to ensure a positive future.
Trend Themes
1. Youth Financial Planning - There is a need to create engaging content and campaigns aimed at educating young people about financial planning.
2. Collaborative Advertisements - Multiple entities can work together to create effective and compelling campaigns.
3. Influencer Marketing for Financial Literacy - There is an opportunity to leverage social media influencers to promote financial literacy and planning to young audiences.
Industry Implications
1. Financial Services - Financial institutions can utilize the latest technology and communication strategies to offer more accessible and engaging financial planning services to younger clientele.
2. Marketing and Advertising - The industry can strive for more creative and socially impactful campaigns that teach people to think more strategically about financial planning.
3. Education and Training - The industry can evolve to offer more practical and directly-applicable education and training about financial wellness for young people.
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