Romania is half way through the mandatory pension signature bonanza and some interesting trends are emerging. Talking to people on the street we got an inkling of the huge disparity between what we thought was the point and what they thought it was.
While advertisers were busy talking to them about a better future or, reversed psychology, about how they should not think about that, it seems that people were concerned about one thing: money. Slowly capitalism has crept in.
When you were paying it to the state you felt no desire to interfere because the state was not to be messed with, but since now you are giving it away to come company they had better show you some results.
I find it interesting that even the advertisers' agencies, who are after all just people themselves, failed to note the fact that we were ALL behaving as if private was state owned and no accountability was to be asked of it while all along the consumer was making a clear cut difference and asking for a different kind of rhetoric. Private pension advertising has treated consumers with the same indifference and superiority as if it was state-made. That is why the most frequent reply we to it was "it's plain silly"
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.