For ÖPOSZ, an organisation representing 90% of Hungary’s pension and health funds, educating the younger generation about pension and health-related financial planning is a key priority. However, these topics often feel distant, unappealing, and unmotivating for young people.
To make financial awareness more tangible and engaging, ÖPOSZ and FleishmanHillard launched the Pénzmesterek Academy and Competition in 2021, targeting Hungarian secondary school students. This initiative became Hungary’s largest fully online, knowledge-based competition.
We developed a dedicated website and academy, designed specifically to align with young people’s content consumption habits. The platform provided learning materials to help students prepare, followed by a six-round competition plus a final challenge, where they could put their knowledge to the test.
To drive registrations, we implemented a multi-channel promotional strategy, combining: organic press coverage, paid media partnerships, direct outreach tools and targeted social media campaigns.
Alongside continuous press and social media communication, we partnered with the Felelős Szülők Iskolája (Responsible Parents' School), distributing newsletters, hosting E-conversations, and organising online discussion sessions. We also enlisted Jocó Bácsi, one of Hungary’s most well-known teachers, as a key figure in the campaign.
Additionally, ÖPOSZ invited all its member funds and strategic partners, including the Ministry of Finance and the Hungarian National Bank, to help spread the word about the competition.
The 2021 Pénzmesterek competition delivered outstanding results:
Our press efforts secured nationwide coverage, with over 140 media appearances, reaching more than 1.6 million readers.
