AMP wanted an interactive way of guiding their customers towards relevant retirement advice and services but, for many customers, retirement is something far off. It’s something that will “happen later” and not connected to their daily lives.
We created a Buzzfeed-style quiz, light enough to be shareable but detailed enough to be informative. We wanted it to look playful, so combined live action with animation to create looped thumbnails for the quiz, leading users to one of four explainer videos that matched their retirement type.
The colourful, looped animations helped give the quiz a playful, almost comic-book feel that allowed the audience space to engage often-dry subject matter. Personalising the quiz so that they ended up at a result specific to them also made the experience feel tailored, guaranteeing audience buy-in. This was a fun first step for newer customers towards engaging more with AMP Retirement, opening the possibility for them exploring a future relationship with the brand.
Taking an established brand and pushing it into new, more playful territory, paid off. We smashed all our targets, and even picked up a little Good Design Award on the way. Who said retirement had to be boring?