Rufus Leonard, the independent creative agency, is launching this year’s integrated campaign for Scottish Widows, which aims to demystify the pension planning process for consumers. Launching this week to tie in with Pension Awareness Day on 15 September, the campaign uses the 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 or confusing.
Research from the Scottish Widows 2016 Retirement Report reveal that 47% of 30 to 50-year-olds are not saving adequately for their retirement, which this age group by and large feeling that, whilst pensions are important, they are also too daunting and complex. This second iteration of the Change Your Life In An Hour campaign aims to dispel some of these worries by underlining the fact that is only takes an hour to sign up for a pension and the straightforwardness of taking the first step. The strap line they've chosen to reflect this simply reads: “Planning your retirement takes less time than you think.” Simple. Elegant. Effective.
The campaign features the Scottish Widow mascot character and will run across OOH, digital, social platforms and YouTube, in addition to being communicated to the Scottish Widows customer database. The bulk of the campaign is centred on the four YouTube videos, which focus on other things that can be accomplished in an hour, such as making a fancy dress costume or baking a cake. It's all very lively and upbeat, which helps bring home the brand's underlying message that opening a pension shouldn't be a terrifying process.
Claire Stracey, Head of Scottish Widows Marketing Communications, said: “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, added: “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.”