People kick engaging with their pension into the long grass. Years of traditional ‘worthy’ pensions communications had failed to change things. We did just that for the two big pensions bodies – the ABI and the PLSA.
To disrupt and gain media attention, we challenged Grime Rapper Big Zuu to write and film a three-minute rap: ‘Pay your pension some attention’. Breaking the mould resulted in one of the most successful pushes for the industry in its history, resulting in 2.65m pension engagements, widespread coverage on TV and in the media and a 125% increase in website visits.
The impact
125%
site visits since launch
500%
increase in paid digital performance
2.65m
employees engaged as a direct result of the campaign
28m
reached by advertising impression
