Campaign Brief: Momentum FutureFit

Momentum is launching a new retirement product aimed at younger professionals (25-35) who are not currently saving for retirement. The product is called 'Momentum FutureFit' — a flexible, low-barrierCompetitive Positioning GapThree competitors (Sanlam Easy, FNB Nav, Discovery Invest) already use 'flexible' and 'easy' in their positioning. This language won't differentiate.→ Position on 'integration' rather than 'flexibility.' The unique selling point is that FutureFit lives inside your existing banking app. retirement savings vehicle that integrates with existing banking apps. The campaign needs to cut through the apathyCore Tension IdentifiedThe brief frames the problem as 'apathy' but research suggests younger professionals aren't apathetic — they're overwhelmed. 73% of 25-35s say they want to save but don't know where to start (Old Mutual Savings Monitor 2025).→ Reframe from 'cutting through apathy' to 'removing the paralysis of choice.' that younger consumers feel towards retirement planning and make saving feel relevant to their current life stageOpportunity: Identity FramingProducts framed as 'future you is still you' outperform traditional retirement messaging by 2.3x in engagement (Hershfield et al., Psychological Science)..

Primary: Urban professionals aged 25-35, LSM 8-10Segmentation RefinementWithin LSM 8-10: 'Optimisers' (track spending, use budgeting apps) and 'Experiencers' (spend on lifestyle, travel). Creative should speak to both or pick one.→ Split into two campaign streams: 'Optimiser' (rational, data-driven) and 'Experiencer' (aspirational, visual). Test both in first flight., employed full-time, earning R25k-R60k/month. Digital-first — they manage everything on their phone. Likely have some form of medical aid and short-term insurance, but no dedicated retirement savings beyond the mandatory company pension. They are not anti-saving; they just haven't prioritised it because retirement feels abstract and far awayThe Real BriefThis is the actual creative challenge. The entire campaign hinges on making retirement feel concrete and near..

Hero campaign concept with key visual and headline. Social media campaign (Instagram, TikTokPlatform Strategy Note#FinTok has 14B views. But the tone that works on TikTok fundamentally conflicts with traditional financial services brand guidelines., LinkedIn) with 3 content pillars and a posting cadence. Digital banner suite (standard IAB sizes). Landing page wireframe with conversion funnel. Influencer brief for 3-5 micro-influencersInfluencer Strategy FlagFinancial services influencer content is now regulated by the FSCA under FAIS Act amendments. Any influencer must include specific disclaimers.→ Consider 'peer storytelling' instead — real Momentum members sharing their FutureFit journey.. Presentation deck for internal stakeholders.

Momentum's brand tone is 'Confident Optimism' — forward-looking, warm, empowering. Avoid fear-based messaging. Lead with aspiration: 'The future you're building is worth protecting.' The campaign should feel modern and digitally native. Reference brands: Spotify WrappedCreative Territory: Data as StorytellingWhat if FutureFit gave users a 'Financial Wrapped' — a personalised year-end summary showing how small savings grew? (data as storytelling), HeadspaceCreative Territory: SimplificationStrip away the financial jargon. 'Just save R15 a day.' That's it. The simplicity IS the creative. (complex topic made simple), Revolut (financial product as lifestyle).