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Scottish Widows ‘Pensions’ advert

Agency: Leo Burnett

Client: Scottish Widows

Scottish Widows has launched its first broadcast advertising campaign in nearly two years.

It seeks to reinforce Scottish Widows’ leadership credentials in the pensions industry. The campaign will also appear in press and online advertising.
The broadcast adverts feature the voice of Helena Bonham-Carter, and focus on promoting Scottish Widows as a leader in the pensions world, strengthened by the brand being voted best individual pensions provider by independent financial advisers and most trusted by UK consumers in the Financial Adviser Life & Pensions Awards 2009.
The print advertising will focus on the key tax efficiencies of owning a pension – notably the 40% tax relief available for higher rate tax payers.

The online advertising will also offer consumers access to tax relief calculators and the Scottish Widows Beginners Guide to Pensions.
“We are delighted to kick off 2010 with the launch of the new Scottish Widows advertising campaign,” said Senior Brand Manager, Stuart Green.

“The campaign as a whole has been designed to highlight the importance of retirement planning, and encourage people to start planning for their futures – as ever the golden rule for consumers is to save 12% of their income in order to plan for a comfortable retirement.”
He added, “The consumer advertising will appear on TV, in print and online, and will encourage people to seek out financial advice to help them plan for their futures. In addition, the dedicated online campaign targeting IFAs will explain how Scottish Widows can help them build their businesses.”

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