For some, retirement feels too distant. For others, too urgent—and for most, too complex.
How does Santander spark voluntary savings when customers sit two steps away?
challenge
We turned retirement planning into a metaphor that made saving tangible—helping employees picture a future worth preparing for and giving HR teams the tools to guide them there.
SOLUTION
Behavioral Insights
Segmentation Strategy
Creative Workshops & Ideation
Messaging & Brand Strategy
Campaign Execution
services
context
Santander Asset Management depends on HR teams who often lack the tools to explain retirement funds clearly.
In Mexico, even when employers match or double contributions, few employees engage—a sign that saving for the future still feels distant and overwhelming.
when POP WISDOM connects
Sometimes, a simple saying holds a culture’s deepest truth. In Latin America, every decade is seen as a new floor—your 30s are the 3rd, 40s the 4th, and 50s the 5th. The 6th Floor marks retirement: a moment everyone reaches eventually, yet few feel prepared to embrace.
OUR Process
The Insight
Our research revealed that people see retirement as distant, complex, and even frightening. We reframed that fear into aspiration:
Nobody wants to reach the 6th Floor, yet everyone eventually does—and it can be one of life’s best stages, if you prepare for it.
Elevating the IDEA
We brought the 6th Floor concept to life through simple, human storytelling—transforming fear of aging into optimism for what’s next.
Inevitably, the elevator takes you there—but what if it’s not an ending, but the beginning of one of the best floors?
The Characters
of Time
We needed cultural icons to connect across generations—symbols of how fast time passes and how each decade leaves its mark.
3rd Floor → iPod (30+ years old)
4th Floor → CD (40+ years old)
5th Floor → Cassette (50+ years old)
6th Floor → LP Rockstar (60+ years old)
the result
The concept became a shared financial language—helping HR teams inspire greater engagement with retirement plans and turning fear of aging into confidence in what’s ahead.
When Concepts Reach New Floors
The “6th Floor” concept became a full communication ecosystem—helping HR teams boost voluntary savings, while giving Santander’s commercial team a value-add that drove new client wins and deeper retention.
