The ABI and Pensions UK

The ABI and Pensions UK's 2025 "Strengthen Your Pension" campaign set out to shift 35 to 55 year olds from passive disengagement with their workplace pensions into active, measurable action. Led creatively by our partners at Third City, the campaign borrowed the language of fitness and wellness to reframe retirement planning as something to work on now, with Ross Kemp as campaign ambassador and qualified financial adviser Bola Sol as his Pension Trainer.

MessageSpace was brought in as the specialist digital media partner, responsible for planning and executing the paid media across programmatic display and programmatic video. The strategy combined high-reach programmatic delivery with a deliberate mix of skippable and vertical video formats, designed to complement the earned and social activity and convert broad awareness into measurable action on pensionattention.co.uk.

Key Results

• Award-winning: Strengthen Your Pension won Gold for Financial Services Sector Campaign of the Year at the PRmoment Awards 2026
• Real-world impact: an estimated 3.9 million UK employees were inspired to actively engage with their workplace pension as a result of the campaign
• Programmatic display was the primary driver of campaign engagement, delivering 98 million impressions and 62% of all traffic to the campaign website
• Programmatic video exceeded KPI with a 65% view-through rate and link clicks up 384% year on year