The Association of British Insurers (ABI) and the Pensions and Lifetime Savings Association (PLSA) and Teamspirit, the UK’s leading financial services integrated communications agency, have launched their second campaign to call on the nation to ‘Pay Your Pension Some Attention’ – this time in partnership with legendary broadcaster, children’s television presenter and artist Timmy Mallett.
The 2023 campaign sees Timmy Mallett take to the stage to reboot his much-loved gameshow, and inspire a generation that grew up in the 80s, 90s and 00s to take action on their pensions. This builds upon last year’s extraordinary success which saw UK Grime star Big Zuu become the first ambassador to raise awareness of pensions for Brits.
This throwback to a happy and carefree time for so many children of the 80s and 90s serves a key creative purpose. The campaign aims to use that powerful emotion – nostalgia – to get the public to look to the future.
Central to the PR campaign is Timmy’s revitalised game show – The Nostalgia Game – which is presented in the form of a video and includes the return of Mallett’s Mallet and Pinky Punky. The show directs the public to the ‘Pension Attention’ campaign’s website - pensionattention.co.uk - where they can find out how they can identify where they are on their pensions journey, and what they need to do next in order to consolidate their pensions.
In this fully integrated campaign, advertising and PR efforts have been concerted to bring pension awareness to the fore. Timmy Mallett will both appear in an engaging consumer and trade PR campaign as well as a cutting-edge advertising campaign featuring digital out-of-home advertising at busy thoroughfares around the UK - namely the major train stations in London and Edinburgh. In an effort to generate awareness and drive action, the advertising campaign will also target key social media and online video sites including TikTok, Meta and YouTube. Key ‘nostalgic’ radio stations, including Heart 90s and Absolute 90s, have also been selected for advertisements.
Teamspirit created and led the integrated campaign with media buying from sister agency VCCP Media and additional support from production studio, Girl&Bear.
Commenting on the campaign, Mark Smith spokesperson for the Pension Attention campaign said: “We’re very pleased to have Teamspirit back on board to deliver year two of Pension Attention. As shown last year, they have the perfect blend of knowledge and creative edge to deliver cut through on a topic that has previously only had limited success in engaging the nation.
“We want people to really understand their pension savings, know the simple steps they can take to keep track of it and most importantly, take action. This campaign, fronted by Timmy, is certainly set to get everyone listening once again.”
The campaign will run from September to November.
Getting the public to think about their pensions needs a spark of creativity and – frankly – fun, and we feel we’ve found that spark. Timmy’s a broadcasting legend, a mainstay in so many of childhoods, and a creative phenomenon. There’s no one better to be the ambassador to a campaign that looks to use nostalgia as a tool to get people thinking about their pensions. James Maxwell, Executive Creative Director at Teamspirit