The Challenge
Knab, a prominent Dutch bank, identified a critical gap in retirement planning among freelancers in the Netherlands. Research conducted by Knab revealed that 64% of freelancers felt unprepared for their retirement, and 44% regretted not starting their pension savings earlier. Knab aimed to encourage these independent professionals to consider their financial future in a way that would resonate personally and meaningfully.
The Solution: Future Self AI Campaign
Knab partnered with Deployteq to bring this vision to life with a personalised, AI-driven email campaign that reached over 1,000 freelancers within days. The campaign aimed to engage recipients with a unique twist: freelancers were invited to upload a current photo, which was then aged through AI technology. This “future self” delivered a personal message on the importance of starting pension contributions sooner rather than later.
The email subject line, “Hooray, you’re retiring!”, grabbed immediate attention. Inside, recipients found a message encouraging them to consider their future, while an AI-aged photo and video of their future self emphasized the message: “You have great years ahead, but if I could do one thing differently, I would start saving for my pension earlier.”
How Deployteq made it possible
Deployteq’s team designed an automated campaign flow to ensure a smooth and interactive experience:
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Dynamic Emails and Landing Page:
The campaign started with an email inviting freelancers to engage. Clicking the CTA led them to a landing page where they could upload a photo and receive a customised video.
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AI-Powered Image Aging and Video Personalization:
Using AI technology from Wondershare, Deployteq processed and aged each user’s uploaded image. A short video, voiced by an actor, delivered the personalised retirement message from their “future self.
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Engagement Monitoring:
Within the flow, data on engagement and user responses were captured, providing Knab with insights into freelancers’ responses to the pension prompt.
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Follow-Up Communications:
The campaign prompted users to explore Knab’s pension resources further, with additional messaging for users who expressed interest in setting up a pension plan.
Results
The response was overwhelming:
Takeaways: Lessons in Personalized Engagement
Deployteq’s innovative approach demonstrated the potential of personalization and AI technology in driving financial awareness. The combination of aging technology, video messaging, and personalized engagement made a complex topic—retirement planning—feel immediate and relatable to freelancers.
Deployteq’s partnership with Knab sets a precedent for future campaigns that leverage AI to engage users in a truly unique way. By encouraging users to reflect on their future, Knab not only raised awareness but also provided actionable steps toward financial security for a previously underserved audience.
