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Standard Life shops for younger audience via Dave and social media

26 January 2010  |  1964 views  |  0 Source: Standard Life

Standard Life will launch a national marketing campaign at the end of January 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. The campaign will include sponsorship of the Dave TV Channel, advertising across outdoor, press, retail, online advertising, social media activity and PR.

Agencies working on the fully integrated campaign include VCCP, Meteorite, MediaCom, Realise, EGS and Forward. VCCP are responsible for the above the line consumer creative including the Dave sponsorship idents; Meteorite for the intermediary creative and below the line activity including adviser resources and direct marketing; MediaCom for media planning and buying; Realise for the campaign site build; EGS for the media strategy; and The Forward Group for content creation for the campaign website and ongoing engagement materials.

While the Standard Life active money lifeplan is designed to adapt with you throughout your life, this campaign is specifically targeting people aged between 28 and 40 years with the active money personal pension. Standard Life has identified these people as not being engaged with saving for their futures and for whom the active money personal pension is likely to be the most relevant entry point.

Through observing some of the more unusual ways people hope to secure their financial futures, Standard Life has created an approach across the campaign to encourage consumers to reality check their future financial plans and talk to a financial adviser.

Jo Coomber, Head of Marketing Operations, Standard Life commented: "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. We needed an entirely new way to talk to what will be our 'customers of the future' and help them engage with saving. We are really keen to understand and talk to this target group and have planned the campaign accordingly. Around a thi 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."

The campaign to support the active money lifeplan will launch from Saturday 30th January 2010.

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