Financial health is a hard topic to sell. Let’s face it - for the most of us it feels complicated, boring and quite frankly there’s always something better to think about.
This landing page is not the end point of the application journey. We needed to find a way how to sell pension and explain to the potential customers how they can apply for it on a different web page. It wasn’t our choice, nor was it Citadeles, it is the law in Latvia.
If the task is complicated, make the solution easy. Tell a story people can relate to. Keep it simple, make it fun and add emotions. Lots of it.
Some of the key questions for this to succeed were:
How can we talk about pension without thinking about aging?
How can we shift stereotypes from “it’s a hard work” to “it’s just a complicated topic, the decision is easy”?
How to stand out and attract people’s attention? How to keep it?
Although potatoes were not discovered by Latvians, it’s one of the most Latvian things ever. For us it is not just a side dish, it is a part of our identity. It’s a simple, but powerful element both in Latvian cuisine and lifestyle. Most of the potato jokes on google have powerful backup by Latvians. True story. It is the one thing you can’t escape when living in Latvia. And why would you? It feeds you, makes you feel good and did we mention it is easy to grow? It’s irreplaceable! The same can be said about your pension.
Animations have fun character that correlates with our task to bring the feeling of lightness, joy, and ease. So we created seven animations with beloved Latvian potatoes.
Why one pager? Because is serves the purpose of delivering short and specific information, without click labyrinth. The page itself is a one complete story.
We’re all just humans who need to feel like we understand what the product or company is about. Emotions are the key factor for attention in viral content.