Brief
Scottish Widows run onsite events for employers that have pension schemes with them. And they were exactly as exciting as ‘pension pop-ups’ sound. Allegedly, one time the highlight of the event was a tray of muffins – which accidentally all got eaten by security before the event had even started.
So, we were asked to come up with a better hook to get people to engage with their workplace pension.
Insight
Around 50% of Brits are saving nowhere near enough for retirement because they reckon they’ll have time to sort their pension out later. In fact, the sooner people sort out their pension, the better off they’ll be by retirement.
Idea
Show people the effect their current saving habits were having on their future: Age me.
The Event
We based events around a new app we created: Age Me. It asks you how old you are and how much you’re saving into your pension, then it shows you what age you’ll be able to afford to retire. See it in action below (also, spot the muffins on the table).
Results
Age Me was so successful it became the cornerstone of all Scottish Widows’ experiential events, like their Pension Awareness Day bus. It was shortlisted in the DMA Awards for Financial Services, and helped to secure a raft of industry awards for Scottish Widows, too:
Workplace Savings & Benefits Awards - Financial Education Provider of the Year
The FDs’ Excellence Awards - Pension Firm of the Year
Pensions Age Awards - Pensions Provider of the Year
Since Age Me has gone on to be developed for online and digital out of home spaces as ‘Your Future Self’, it’s gotten further creative nods:
Campaign Tech Awards – Commendation
Clear Channel Outdoor Media Awards 2020 – Shortlisted
It also appeared on Channel 4. But it’s hard to be proud of that.