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Grabbing attention for the nation’s pensions
With over £19 billion in lost or forgotten pension pots, it’s clear that to reinvigorate public engagement we would need to do something truly different to grab attention.
#PensionAttention
The campaign had to create cut-through talkability to give people a real reason to engage. So we partnered with the grime artist and activist, Big Zuu, who wrote and recorded his own rap on the importance of engaging with pensions – a unique first for the industry – and combined this with a unifying call to action to “Pay your pension some attention.”
The campaign was activated with a full range of content through an always on media & newsroom knitting it into the fabric of culture to reach our audience in real-time, at key moments that matter.
The outcome: transformational engagement with media and increased public awareness.
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Day 1
launch stats
01:38
average minutes spent on site
14.7k+
clicks
13.9M
impressions
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