Paying pensions some attention with Big Zuu

It’s the end of the year which means it’s the perfect time to look back of some of the PR team’s favourite campaigns of the year. For Account Director Kathryn Cleaver, a big highlight was the ‘pay your pension some attention’ campaign with the ABI, PLSA and Big Zuu.

By Kathryn Cleaver on Tuesday, 20 December 2022

In summer 2022 we were tasked with an integrated brief to create a campaign boosting people’s understanding and engagement with their pension. The first season of the Pension Attention campaign was a co-ordinated industry effort led by the Association of British Insurers (ABI) and the Pensions and Lifetime Savings Association (PLSA).

We wanted to create something totally different for the industry - jargon free and digestible to all. With that came a match made in heaven – Big Zuu and pensions. Yes, you heard right.

Delivering content across creative, comms and PR, the campaign was a real team effort from inception right through to the delivery. And perhaps the most surprising part of the campaign was the rap that Big Zuu created on pensions. Yes, you heard right again.

We tasked Big Zuu to write and record a track about pensions – apparently a first for him! It was recorded overnight and the next day we were in the studio for music video day. So far in my PR career I hadn’t found myself on the set of a music video shoot, but safe to say, I loved it!

I also went on to have the song in my head for about 4 weeks on repeat. I’m a little biased, but it’s genuinely a great track.

If you have seen it yet, or heard it, you can catch it here:

Our marketing team worked their magic on the assets while the PR team prepped all the media collateral and started warming the media up to the campaign. Thursday 8th September was launch day and it was fantastic to see the team’s hard work come to the fore with a splash of coverage applauding the ear worm that had been created to get people thinking about their pension.

The aim was simply to encourage people to log in, track down ‘lost’ pensions and understand more about their own pension/s. The coverage really highlighted this and with publications like Mail Online, The Evening Standard and PA covering the news and BBC radio talking about it, the launch day reach was well over 20 million.

Thursday 8th September 2022 will be a date many of us remember. This sadly won’t be just because we launched a campaign that we are incredibly proud of, but it was also the day Her Majesty the Queen died.

We were all incredibly saddened to see the news at lunchtime, midway through our media roadshow with Big Zuu, that her health had declined significantly. As with all comms across the country, activations were respectfully paused while we awaited news.

As we came out of the period of mourning, activity started again, with the social media content launches and more media pitching taking place. What was fantastic about this campaign was that it allowed us to broaden our media targeting, approaching outlets like Mob Kitchen, to reach a different audience and get as many as possible to engage with their pensions.

The campaign has achieved some fantastic results and it won’t be one I ever forget.

Find out more here!

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