In the Master’s program in Communication Management, students at FHWien der WKW developed communication concepts to raise awareness among young adults for private pension provision with ETFs.
How can young adults be sensitized to the topic of private pension provision with ETFs? – This central question was the focus of an innovative business field project in the second semester of the Master’s program in Communication Management. Six teams of students developed accurate and high-impact communication concepts for Amundi, the leading European asset manager.
Financial communication that creates trust
An in-depth target group analysis and focus group interviews served as the basis for strategy development. The results showed a basic interest in ETFs, but also uncertainties and gaps in knowledge. Building on this, the six agency teams developed different campaign strategies that present complex financial topics in an everyday, emotional and low-threshold way. In doing so, they translated the relevant questions of the target group during the purchasing decision process into understandable and humorous financial communication that creates trust. The measures ranged from paid ad campaigns and classic billboard subjects to interactive quizzes, advertorials, influencer marketing and university tours.
Innovative approaches convince Amundi Austria
Amundi Austria has been a cooperation partner in the Communication Management study programs at FHWien der WKW for several years now. In this third business field project, the focus was on private pension provision with ETFs. The students were coached by the head of study program Sieglinde Martin and Christof Sauke from the Competence Center for Marketing at FHWien der WKW.
The final presentations were made in a final pitch to the Amundi project team – Doris Waldhof, Petra Mittl, Andreas Nurscher and Angelika Varga – and Christian Mathern, Deputy CEO of Amundi Austria, at the end of the 2025 summer semester. The six teams impressed Amundi with their professional and solution-oriented approaches.
Christian Mathern, Deputy CEO of Amundi Austria: “Private pension provision is a topic that is becoming increasingly important, especially in turbulent times. This business field project underlines how important personal responsibility and financial education are, especially for the younger generation. We are impressed by the commitment, fresh ideas and professionalism of the students. We therefore greatly appreciate the cooperation with FHWien der WKW.”
As a thank you, all students received exclusive goodie bags and an art book from the Bank Austria Kunstforum. The winning team was also invited to an exclusive guided tour of the Kunstforum and a joint dinner – a stylish closing to a successful business field project!