The Ontario Finance Ministry is targeting millennials in its push for a new provincial supplemental retirement plan by reaching them where they live — on their smartphones.
A new campaign created by the ministry and Toronto marketing agency Bensimon Byrne uses three videos that pair young stars — a video game player, a musician and a disc jockey — with retirees who swap stories about their jobs and about the importance of retirement income.
The videos were posted on YouTube on May 10 and will remain on the social media website for six weeks, said Mitzie Hunter, associate minister of finance who will be responsible for overseeing the soon-to-launch Ontario Retirement Pension Plan. (For a sample, watch one at http://bit.ly/1sS34kV.)
They're also accessible through the Ontario Finance Ministry's Twitter account under the hashtag #ORPP.
“We want to reach young people in their 20s and 30s to have them start thinking about retirement,” Ms. Hunter said. “We want them to know ORPP will be there for them.” She said ministry executives chose a video strategy to specifically target young adults. “These videos connect with them in a way that they normally view news and media,” she said.
ORPP, a defined benefit plan to supplement the C$282.6 billion ($218.4 billion) Canada Pension Plan, Ottawa, is scheduled to begin enrollment Jan. 1, 2017, with contributions to be phased in beginning in 2018.