Centraal Beheer Turns Retirement Anxiety Insights Into Action with 'ProefPensioen'

Research shows that many people feel unprepared for retirement, with a large share postponing the topic because it feels distant, complex, or easy to ignore. This insight forms the basis of ProefPensioen, a new product at the heart of Centraal Beheer’s latest campaign, created by TBWA\NEBOKO. The campaign uses a surprising and humorous setup to show how easily the future can take unexpected turns when pension planning hasn’t been top of mind.

When the woman in the story reveals she never planned for her pension, the moment raises awareness for anyone who keeps pushing the topic aside. ProefPensioen invites people to experience what it feels like to start saving without commitment. It continues Centraal Beheer’s legacy of tackling serious topics with a light touch, a tone that defined its long-running 'Even Apeldoorn bellen' ('Just call Apeldoorn') platform. With ProefPensioen, that blend of humour, humanity, and cultural insight is applied to a new and increasingly relevant topic: financial preparedness for the future.

“We wanted to exaggerate a truth about our time,” said Darre van Dijk, chief creative officer at TBWA\NEBOKO. "Centraal Beheer's strength lies in humour. Here too, we're using an exaggerated, humorous situation to convey a serious message."

Research commissioned by Centraal Beheer shows that one in three Dutch workers feels unprepared for retirement. Many cite the same barriers: not knowing where to start, what it will yield or what their options are. With ProefPensioen, Centraal Beheer lowers that threshold, offering a low-pressure way to take the first step toward financial security and making a complex subject easy to discuss.

“We want to increase awareness, because many people aren’t yet ready for later,” said Ilse Kaljee, marketing communications lead at Centraal Beheer. “With ProefPensioen, people can experience in a low-threshold, commitment-free way what it’s like to set aside a small amount each month for their future. This is how we hope to get people thinking and moving.”