As part of the brand’s ongoing mission to help Brits better invest their pensions, Nest, the UK’s largest workplace pension scheme, has launched a social-first coach-trip inspired film series to help audiences understand where their pensions are invested.

Born from the insight that only 23% of Brits expect their pension to be invested locally, despite many pots funding UK infrastructure and businesses, Nest’s ‘Everyday Investors’ campaign aims to educate audiences to reposition its members as investors rather than passive savers. 

To educate audiences, Nest is championing an entertainment-first approach and capitalising on the nostalgia of the Coach Trip format. The campaign created by independent agency Atomic, through its social and influencer arm Atomic Supernova, sees Brendan Sheerin reprise his role as tour guide in a social pension-themed Coach Trip series. 

The series sees Brendan take a group of Nest members on what appears to be a classic coach tour across his home county of Yorkshire. However, along the way, many of the stops they visit are actually places their pension pots are invested in. 

Through a series of games and tasks with Brendan as host, audiences are shown the many ways that pensions help build businesses and industries.

From stepping in as referee for a competitive game of dodgeball, to cutthroat rounds of crazy golf, and sharing a tower of Yorkshire puddings, the trip blends humour with surprising discoveries. The series shows how pensions have an impact across a wide range of industries, from local shopping centres to pubs and offshore wind farms, manufacturing and infrastructure.

Borrowing the familiar Coach Trip format, the campaign aims to connect with Nest audiences and educate via entertainment. 

“The value here came from building on Nest’s Superpower we had uncovered at Atomic – its commitment to building a bigger pension for people across Britain – and finding a culturally resonant way to bring that to life for our social audience,” explains Tom Sneddon, Managing Director at Atomic Supernova.

He continues: “Brendan brings real nostalgic value for our audience, with warmth, humour and credibility in equal measure. He makes a complex and often avoided topic feel approachable, helping people see their pension as something real, tangible and connected to their everyday lives.” 

The ‘Everyday Investors’ campaign aims to better connect people to their pensions at every stage of life. Where people are often exposed to complex and conflicting financial messages, this campaign aims to take a more human approach. Cutting through the noise with relatability and entertainment allows people to better understand where their pensions are invested to ensure they feel more connected to their funds. 

“This campaign is about helping our members see themselves differently,” added Pippa Strutt, Director of Brand at Nest Pensions, “If you have a pension, you are already an investor. By showing in a clear and tangible way where that money goes, we want to build confidence and understanding, and demonstrate how Nest is working hard to deliver strong returns while investing in the UK.” 

The campaign will run across paid social and YouTube in the UK, supported by PR activity. Media buying is handled by Goodstuff, with production by Thin Reel.

Finding unique new ways to bring customers closer to their pensions, the nostalgic series underlines the power of storytelling to deliver a message that is both compelling and entertaining.