On January 30th VCCP launched a national integrated campaign for Standard Life to support the active money lifeplan, an enhanced and expanded retirement proposition which includes the new active money personal pension. Driven by extensive consumer insight, the campaign will target a new younger audience who are reluctant to think about their ‘future money’ planning.
VCCP have created a campaign showing all the fantastical ways people think they will provide for their future, whether this is becoming a famous artist or raising your child as a pro footballer. They then suggest that these ideas may need a reality check and consumers are driven to getarealitycheck.co.uk where they can then see how their future money is faring up and what they need to do to start saving so they can have the future they aspire to.
The campaign will include sponsorship of the Dave TV Channel, advertising across outdoor, press, retail, online advertising, social media activity and PR.
Jo Coomber, Head of Marketing Operations, Standard Life commented: “Through customer research we know consumers think a pension is a good way to save, but at the moment they don’t believe pensions can fit their lifestyle and be as flexible as they need. We needed an entirely new way to talk to what will be our ‘customers of the future’ and help them engage with saving. We are really keen to understand and talk to this target group and have planned the campaign accordingly. Around a third of the total media spend will focus on digital channels as we know this is how this group prefer to engage with brands.
“The active money lifeplan campaign represents our new approach, developed with marketing communication agencies that have the creativity and experience to help us make it a success.”
Matt Rantell, Account Director at VCCP said “Following numerous consumer groups we found that this younger audience didn’t like to really think about their future money and when they did they had some rather out there ideas of how they will provide for their retirement. We wanted to bring this insight to life in a way that will engage, entertain and get them to think seriously about their future. The ‘reality check’ thought was rich territory and along with some great collaboration with the Standard Life team we have produced a campaign that will engage this younger audience and stand out from the rest of the category.”
Creds
Project name: Get a reality check
Client: Standard Life
Brief: Launch the active money lifeplan
Creative agency: VCCP
Agency Producer: Larissa Miola
Creative Director: Steve Vranakis
Copywriter: Alex Mavor
Art director: Ed Kaye
Planner: Charles Vallance, Andrew Perkins
Media Agency: EGS/Mediacom
Media planner: Jez Groom, Pamela John, Jasmine Richards
Media Spend: £2m
Production Company: The Academy
Director: Si & Ad
Producer: Lucy Gossage
Post-production: Jason Watts @ Finish Telecine – Paul Harrison @ MPC
Sound Design – Ben Leeves @ Grand Central
Editor – Sam Rice-Edwards @ The Assembly Rooms
Audio post-production: Grand Central
Exposure: TV, Digital Outdoor, Press, Online, Trade, PR
ENDS
For further information please contact Sarah Adamson, Marketing Manager, VCCP on 07709 484636 or 020 75 927478.
