Love Your Pension

Encouraging young people to engage actively with pensions is no mean feat. Yet that was the challenge set to Third City by ABI.

We needed to seed the idea that a pension is a good thing without preaching or patronising; and to do this, we used humour, bringing together two millennial passions – pets and brunch – to land our messages in a palatable way.

Our digital campaign centred on a disruptive 40 second film to grab attention. It stars four dogs at the ‘Central Bark’ café, complaining about the daily grind, and talking about their future plans. The final message is that to avoid working like a dog all your life, you should love your pension.

The film was seeded across Instagram and Facebook to our target audience of young people aged between 18 and 35, plus the campaign was promoted through media relations and by partnering with ‘doggie influencers’.

Paid social combined with our doggie influencer activity resulted in 715,180 video views, reach in excess of 1.4m, over 1.8m impressions and an engagement rate of 2.3% which is well above average. Hero coverage also appeared in top-tier publications such as The Express and The Mirror, as well as additional trade coverage secured by the ABI.