Active Money

Background

Standard Life is a leading asset managing business, our task for them was to promote a new pension product - the Active Money SIPP. Beautifully shot images of three carefully chosen personalities (Marco Pierre White, Sir Ranulph Fiennes and Mariella Frostrup) were used in a fully integrated campaign that appeared in press, outdoor, online and as sponsorship idents to change the face of retirement in the modern world. The simple yet effective headline ‘People don’t grow old like they used to. Why should your money?’ combines with the images and the product benefits [e.g. flexibility & control] to redefine the category, forcing people to re-evaluate the biggest investment most people will ever make – their pension.

Earlier this year we also launched a national integrated campaign for Standard Life to support the Active Money Life Plan, an enhanced and expanded retirement proposition which includes the new active money personal pension. Driven by extensive consumer insight, the campaign targets a new younger audience who are reluctant to think about their 'future money' planning.  We created a campaign showing all the fantastical ways people think they will provide for their future - becoming a famous artist, 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.

The campaign includes sponsorship of the Dave TV Channel, outdoor, press, retail, online, social media activity and PR.