Scottish Widows Case Study
RELAUNCHING A BRAND,
RECLAIMING CATEGORY LEADERSHIP
Britain is facing a pension crisis with 11 million people at risk of entering 'Pension poverty', because they are not making sufficient financial provision for their future.
Scottish Widows was also facing its own crisis. Lack of marketing investment meant that brand measures were in decline, and it had lost its rightful position as Britain's most trusted pension provider.
In short, the brand was failing to address the widening gap between people's expectations for their later years, and the provisions they were making for it.
Lean on people's wiring for 'now'. Encourage people to plan for tomorrow, by helping them see and feel the benefit of pension planning immediately.
LIFE FEELS BETTER WHEN YOU HAVE A PLAN.
By reframing pensions in the present, rather than the future, we broke the conventions of the category, driving action in the process.
In developing our strategy we asked the question 'what does a retirement solution offer you today?' not only of the public, but of financial intermediaries too. We knew that success didn't only depend on consumers taking action, but winning the endoresment of indepedent financial advisors too.
In broadcast channels we relaunched the brand and lodged the positioning firmly in people's minds. In direct channels we onboarded intermediaries. Online we built a digital hub designed to break the often bewildering world of pension planning down into useful, biteszie chunks of informative content.
From 4th to 1st in net consideration
Relaunch delivered a profit ROI of over 250%
over 250,000 visits to the platform (+68% vs. target)
Unprecedented intent to act (+10ppts vs. target)
Winner - Best Integrated Consumer Campaign (FSF Awards for Marketing Effectiveness 2015)
Winner - Best Consumer Campaign (Money Marketing Awards 2015)