Observed Signal · Oct 12, 2026 · Product Launch · Source: Horizont · Impact: 2/5 · Sentiment: Positive
DEVK and Grabarz XCT link longevity trend to pension provision
German insurer DEVK launches a new campaign titled 'Einfach besser alt werden' (Simply age better) that links the longevity trend with financial retirement planning. The campaign, created by agency Grabarz XCT, uses humor to make the dry topic of pension provision engaging. It highlights that while many people focus on health and wellness to live longer, they often neglect financial planning. The campaign will run across TV, Netflix, connected TV, Instagram, YouTube, online radio, and podcasts, targeting audiences aged 18-40. It will also appear on digital screens in fitness studios. The launch coincides with new government incentives for private pension plans starting next year, making the campaign timely.
This news is relevant to the AdTech/MarTech industry as it describes a new marketing campaign by a major insurer, showcasing creative strategy and media planning across multiple channels including CTV and podcasts. However, it is not a major industry-shifting event.
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Key Takeaways & Evidence Grounding
- DEVK launches new campaign 'Einfach besser alt werden' linking longevity trend with pension provision.
- The campaign was created by agency Grabarz XCT.
- Campaign media mix includes TV, Netflix, connected TV, Instagram, YouTube, online radio, podcasts, and digital screens in fitness studios.
- The campaign targets people aged 18-40.
- New government subsidies for private pension plans start next year.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
DKB launches performance-driven retirement savings campaign
Deutsche Kreditbank (DKB) launched a new conversion- and performance-driven campaign for its retirement savings account (Altersvorsorgedepot) on October 30, 2026, following a pitch won by agency Antoni in October. The campaign, titled 'Altersvorsorge. Aber auf einfach.', humorously contrasts complex banking jargon with DKB's simple approach. It includes a TV spot, social clips, and OOH motifs. Media planning by OMD covers TV, Addressable TV, online video (YouTube, Disney+), social media (Facebook, Instagram, TikTok), and DOOH. The campaign supports DKB's 'DKB 2030' strategy to simplify banking and retirement products. A second flight is planned for January 2027, when the product becomes available to all Germans, replacing the Riester pension. DKB also works with strategy consultancy Diffferent on brand positioning, while a separate brand campaign is handled by HeimatTBWA.
PensExpert launches 'Geht das auf?' campaign
PensExpert has launched a new advertising campaign titled “Geht das auf?” created with agency DS Studio. The campaign focuses on concrete life situations and long-term retirement consequences rather than abstract financial products, featuring longtime customers across Out-of-Home and digital formats. Production and implementation partners include digital marketing agency Flin and production company 23bis; Olivia Schenker handled photo and video. PensExpert’s marketing and communications are led by Natalie Jäggi and Corinne Galliker. Founded in 2000 and based in Lucerne, PensExpert employs about 100 staff across seven locations, manages CHF 12 billion for roughly 17,600 insured persons, and advises about 2,500 firms on pension design.
BBDO, TLGG, and Cooperative Financial Group target young people
The Cooperative Financial Group (GFG), comprising Volksbanken Raiffeisenbanken, DZ Bank, EasyCredit, R+V Versicherung, Schwäbisch Hall, and Union Investment, has launched a first group-wide campaign aimed at 18-30 year olds. The campaign, titled "Das kriegen WIR hin," uses a social-first approach across social media, online video, streaming, audio, and cinema. Developed by BBDO, TLGG, and Omnicom Precision Marketing, it emphasizes the collective strength of the group rather than individual products. The first phase builds brand awareness and leads to a central landing page; a second phase will highlight specific products. Volksbanken Raiffeisenbanken also partner with band Electric Callboy for activation. Media agencies include VR NetWorld and Mindshare.
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