May 28, 2021
Building a beverage innovation
“They will look after me and ensure that I have all I need. All I have goes on their education. They are my retirement.”
Saving for retirement in a developing economy where family has provided for the elderly is a novel concept.
It holds communication, education and persuasion challenges.
We spoke to those in their 30s, 40s and right up to their 70s.
Cimigo sought to understand the barriers and how to overcome them. We wanted to find the right emotional triggers.
We needed to do so in simple non-financial language that would be readily understood. We built different communication concepts, we exposed them, listened, re-wrote them over and over.
We understood the barriers clearly, and offered strategies accordingly
The barriers to insurance companies and their sugar coated agents came as a surprise.
The marketing route had to change, credibility and trust had to be built and messaging had to focus not on retirement but confidence in achieving life goals and the journey to get there.
Joe Nelson - New Zealand Consulate General
Steve Kretschmer - Executive Director
York Spencer - Global Marketing Director
Laura Baines - Programmes Snr Manager
Mai Trang - Brand Manager of Romano
Hanh Dang - Product Marketing Manager
Luan Nguyen - Market Research Team Leader
Max Lee - Project Manager
Chris Elkin - Founder
Ronald Reagan - Deputy Group Head After Sales & CS Operation
Chad Ovel - Partner
Private English Language Schools - Chief Executive Officer
Rick Reid - Creative Director
Janine Katzberg - Projects Director
Anya Nipper - Project Coordination Director
Dr. Jean-Marcel Guillon - Chief Executive Officer
Joyce - Pricing Manager
Matt Thwaites - Commercial Director
Aashish Kapoor - Head of Marketing
Kelly Vo - Founder & Host
Thanyachat Auttanukune - Board of Management
Hamish Glendinning - Business Lead
Thuy Le - Consumer Insight Manager
Richard Willis - Director
Ha Dinh - Project Lead
Geert Heestermans - Marketing Director
Louise Knox - Consumer Technical Insights
Aimee Shear - Senior Research Executive
Dennis Kurnia - Head of Consumer Insights
Tania Desela - Senior Product Manager
Thu Phung - CTI Manager
Linda Yeoh - CMI Manager