The Association of British Insurers (ABI), the Pensions and Lifetime Savings Association (PLSA) and Teamspirit, the UK’s leading financial services integrated communications agency, have launched a new brand platform to call on the nation to ‘Pay Your Pension Some Attention’.
The campaign is an unprecedented, industry-led engagement campaign funded by a large proportion of the pensions industry and is the first chapter in a three-year behaviour change Pension Attention program. The aim is to raise awareness of pensions and improve engagement rates across the working population.
Teamspirit created and led the integrated campaign with media buying from sister agency VCCP Media and additional support from production studio, Girl&Bear.
The centrepiece of the campaign is an original track with supporting film ‘Pay Attention' which takes the form of a music video and reveals UK Grime star Big Zuu as the new ambassador. The film shows Big Zuu encouraging listeners to pay attention, ask questions and think about future intentions, offering a refreshing and catchy take on a topic misunderstood by many.
The innovative creative approach marks the start of the industry’s Pensions Engagement Season and breaks with traditional industry norms to maximise cut through, reach new audiences and generate lasting talkability.
The attention-grabbing track ‘Pay Attention’ was written by Big Zuu and directs people to Pensionattention.co.uk, for access to free, basic information to understand how pensions work. This could be anything from where to find log-in details to how to track down forgotten pensions from previous jobs.
The video appears on YouTube as well as across social media sites Instagram, Facebook, Twitter and Tik Tok on special audio OOH sites across the country, as well as national press.
Big Zuu appeared in a consumer and trade PR campaign led by Teamspirit discussing the campaign and his own pension experience.
Commenting on the approach, Campaigns Manager for the Pension Attention season, Sarah Cordey said: “Engaging people with their pension savings is a long-running challenge. It’s a crucial part of everyone’s financial resilience but easily crowded out by more immediate concerns, particularly in the current climate. We needed to deliver something eye-catching and compelling which would reach people who might otherwise avoid messaging about pensions. Big Zuu has brought brilliant creativity to that task and we’re sure he’ll be hard to ignore!”
Montserrat Tojeiro, Managing Director at Teamspirit added: “Big Zuu himself said there is no way grime and pensions will have been uttered in the same sentence before. We wanted to go against the grain with this audio-first campaign and deliver an authentic message that gets our audience to sit up and pay attention.”
