The campaign, which highlights the tax benefits of individual pensions, will comprise advertisements on TV, in national press and online and also sees the provider advertising on BlackBerry devices - a targeted marketing tactic which has never been deployed by a financial services provider before..

The advertising has been specifically designed to run on BlackBerry and other PDA's. Users will be able to click on a banner link through FT.com to a specially designed site and enter their details into a tax calculator. The calculator will then work out how much tax relief they could claim to supplement their pension contributions.

The advertising campaign is being launched as new research from Scottish Widows reveals that only one in five (19%) basic rate tax payers and one in three (37%) higher rate tax payers contribute to a personal pension plan, thus missing out on £5.5 billion in tax relief. The research discovered that 40% of Brits are not awareof the tax relief available on pensions (i.e. the Government will contribute 22% on top of a basic rate tax payer's pension and 40% on to a higher rate tax payer's pension).

An online campaign will focus on driving consumers to the tax calculator where customers will also be able to access a free online guide to pensions called 'Your Little Guide to Pensions'**. This explains the different types of pensions available and includes a step-by-step jargon-free guide to setting up a pension.

Mike Hoban, customer and brand marketing director at Scottish Widows, said: "It's worrying that UK tax payers are missing out on £5.5 billion in unclaimed contributions. We're hoping that by using this evolving multimedia channel it will allow us to drive the message home to our target audience in a direct and relevant way.

As the country's most trusted choice for pensions†, we're excited to be leading the way for this type of advertising."