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Penfold creates positive pension advertising with new Outdoor campaign ‘The future’s worth saving for’
Penfold, the digital pensions platform, has today announced it has partnered with the London-based creative agency, Otherway on a new outdoor campaign designed to inspire Londoners to re-engage with their pensions.
Penfold is seeking to cut through to consumers about their pensions by steering clear of anxiety-inducing messaging designed to make people feel bad about not saving enough for their future. Instead, the tongue-in-cheek campaign draws on imaginative and humorous future scenarios in which having a healthy pension will stand you in good stead.
The pensions industry has continually struggled to engage savers with complicated industry jargon and outdated communication practices which have created confusion and disinterest. Through this campaign, Penfold is looking to actively engage savers with pension saving and highlight the importance of a healthy pension by asking the audience to think about their future selves first.
The campaign will feature roadside 6sheets, large format digital screens and panels across London Underground network and will be running continuously from the 28th February to the 11th April.
Georgie Burks, Head of Brand Marketing at Penfold said: “In the current economic climate, people are understandably struggling to prioritise saving into a pension with being able to enjoy the here and now. Our campaign is all about connecting people with their future selves and helping them to see the potential that a healthy pension could afford them when they stop working.
“We also know that consumers are tired of being told off by pension companies or reminded that their savings might not be in good enough shape. We wanted to have fun with the concept of retirement savings and entertain and inspire through clever copy and a differentiated art direction.”
Jono Holt, MD of Otherway adds: “Penfold is part of the new generation of fintech companies that are changing the way we all look after our money. To match Penfold’s ambitions to improve the pensions market we thought it was a good idea to change the way pensions are usually advertised at the same time”.
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