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Standard Life ‘Dave Weekend Artst’ ident

Agency: VCCP

Client: Standard Life

VCCP has launched a national integrated campaign for Standard Life to support the active money lifeplan, an enhanced and expanded retirement proposition which includes the new active money personal pension.

Driven by extensive consumer insight, the campaign will target a new younger audience who are reluctant to think about their ‘future money’ planning. 

VCCP have created a campaign showing all the fantastical ways people think they will provide for their future, whether this is becoming a famous artist (as above) or raising your child as a pro footballer.

They then suggest that these ideas may need a reality check and consumers are driven to where they can then see how their future money is faring up and what they need to do to start saving so they can have the future they aspire to.

The campaign will include sponsorship of the Dave TV Channel, advertising across outdoor, press, retail, online advertising, social media activity and PR.

“Through customer research we know consumers think a pension is a good way to save, but at the moment they don’t believe pensions can fit their lifestyle and be as flexible as they need,“ said Head of Marketing Operations, Standard Life, Jo Coomber.

"We needed an entirely new way to talk to what will be our ‘customers of the future’ and help them engage with saving."

She added, “We are really keen to understand and talk to this target group and have planned the campaign accordingly.  Around a third of the total media spend will focus on digital channels as we know this is how this group prefer to engage with brands.”

“The active money lifeplan campaign represents our new approach, developed with marketing communication agencies that have the creativity and experience to help us make it a success.”

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