Rufus Leonard demystifies pension planning process in 2016 Scottish Widows campaign

Sep. 13, 2016

    Rufus Leonard, the independent creative agency, is launching this year’s integrated campaign for Scottish Widows aiming to demystify the pension planning process for consumers.

    Launching this week, to tie in with Pension Awareness Day on 15 September, the campaign uses Scottish Widows' 'Change Your Life In An Hour' messaging to target 35-44 year-olds who want to save money for their future but find the process challenging.

    Research from Scottish Widows' 2016 Retirement Report [link: http://www.scottishwidows.co.uk/extranet/working/about/reports/pension-report] shows that 47% of 30 to 50-year-olds are not saving adequately for their retirement. This age group thinks pensions are important, but find them too daunting and complex.

    This is the second iteration of the Scottish Widows' 'Change Your Life In An Hour' campaign. It aims to connect the concept of signing up to a pension within an hour to prevent it feeling overwhelming, and making the first step easy, demonstrated through the new strapline: “Planning your retirement takes less time than you think”.

     The campaign features the Scottish Widow and will run across OOH, digital, social platforms and YouTube, in addition to being communicated to the Scottish Widows customer database.

     Claire Stracey, Head of Scottish Widows Marketing Communications, says: “This is a really exciting time for Scottish Widows.  Our Change Your Life In An Hour campaign clearly demonstrates our commitment to helping people plan for retirement and the steps required now to plan for later life. Working with Rufus Leonard we’ve refreshed our creative approach and created engaging content for our customers’’.  

      Joanna McGrath, Managing Partner at Rufus Leonard, said: ‘The pension gap in the UK is a very real issue and we are delighted to be working with the team at Scottish Widows to raise awareness of the topic.’