CONTEXT:
Statistics show that women live, on average, 5 years longer than men, yet they retire earlier and with smaller pensions, exactly when they should be enjoying the most carefree years of their lives. For most, retirement means downsizing and financial stress, with women bearing the heavier burden.
BCR Pensii saw an opportunity: by encouraging young women to open a private pension, they could become part of the first generation of retirees who plan to enjoy their golden years to the fullest.
HIJACKING A TREND
To break the taboo around pensions, we hijacked the TikTok trend “Get Ready With Me”, but gave it an unexpected twist: “Get Ready With Me… to Retire.”
A NEW FACE OF RETIREMENT
Instead of only young influencers, we spotlighted a stylish, independent retired women, led by Grandma Emilia. Through her routines, from enjoying coffee to embracing small daily rituals, she showed the reality of aging with irony and warmth, proving that retirement can be glamorous but also financially demanding if not prepared for.
BUILDING A BRIDGE
Alongside her, we brought in Ana Petcu, a beloved content creator. She acted as a cultural bridge: while Grandma Emilia embodied the long-term consequences of financial choices, Ana spoke directly to young women in their own language, connecting everyday spending habits with the importance of planning for the future.
