Pay Your Pension Some Attention
Driving mass engagement with pension planning
In a nation where millions of people ignore their workplace pensions, the Association of British Insurers (ABI) and Pensions and Lifetime Savings Association (PLSA) faced a critical challenge: how do you inspire 35-55 year olds to engage with their pension planning?
The Face Forward campaign launched with reality TV star Gemma Collins as its face, transforming pension engagement from a chore into an accessible conversation. Using the tagline "For the future you," the campaign employed a multi-channel approach spanning PR, paid media, social media, out-of-home advertising, and a dedicated campaign website.
Impact surveys revealed that 87% of those who recalled seeing the campaign took concrete action, from checking their pension details to increasing contributions. The campaign inspired an estimated 3.9 million employees to pay their pension some attention.
Key Results
- 198.7 million paid media impressions
- 131,768 link clicks driving traffic to the campaign website
- 498,249 video views across YouTube advertising
- 149.7 million programmatic impressions with exceptional efficiency
- 116,766 unique website visitors
- 3.9 million employees inspired to engage with their pension