Best Associations Online Campaign

Every year, the Ontario Teachers’ Pension Plan (OTPP) communicates the annual inflation rate to its retired members via targeted communication and online videos. This year, they wanted to broaden the campaign to include all 300,000 active and retired members to further raise awareness on how inflation affects a member’s pension, and the sustainability of the overall pension plan.
In June 2015, OTPP approached BLUERUSH to help them create a micro-site that would be fun and engaging, while at the same time:
• Communicate the new inflation rate;
• personalize the experience to a very broad audience;
• educate each member on how inflation affects them; and
• provide a clear call to action to get them further engaged with their pension.
Set in a sustainable forest and led by Hope the hedgehog, a fun, simple to understand responsive micro-site was launched in October 2015 (in French and English) to educate and engage members about the importance of inflation. High level results include:
• More than 30,000 members visited the micro-site (via mobile and non-mobile devices)
• 68% of members maintained engagement throughout the entire micro-site (from start to finish)
• Half of all visiting members clicked on the call to action at the very end of the page, taking them to a retirement readiness quiz or to sign-in to their online account)
• 98% of members were satisfied with the quality of information and helped them understand how conditional inflation keeps the plan sustainable.

Contributors:

	Ontario Teachers' Pension Plan

BLUERUSH DIGITAL MEDIA CORP.

Location: Canada