Phoenix Group, a UK-based long-term savings and retirement business, has unveiled its first brand campaign to build on its ‘new and modern’ visual identity.
Designed by creative agency Hello, the ‘Let’s Get Ready’ campaign intends to increase brand engagement and also help people living longer lives to secure a ‘life of possibilities’.
The business recognises that ‘when and how we work, acquire new skills, save for the future or choose to retire, needs to adapt to reflect that we are living longer’.
According to Phoenix Group’s research, between 15 and 17 million UK adults are not saving enough to retire when they want on the income they want.
“People are finding that they are not ready for the kind of retirement that meets their expectations, and that some of the infrastructure and age-old stereotypes need to be reshaped to ensure that retirement is ready for them,” the business added.
The savings business’ key aim is to reshape thinking and break down the barriers that prevent people from making the most of the opportunities of living longer.
The campaign will roll out across national press, social, audio, and web channels.
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“With over 13 million customers, we have a strong understanding of the issues and concerns people face as they approach retirement and when they retire” Phoenix Group brand director Ben Rhodes said.
“Many people find that they are not ready for the kind of retirement that meets their expectations, and that some of the infrastructure and age-old stereotypes need to be reshaped to ensure that retirement is ready for them.
“There are many deep held perceptions in society about older age and a traditional route is often assumed through education, followed by a life of work and then retirement. These stereotypes need to shift to better reflect how we live today and the fact we are living longer as a nation.
“Our Let’s Get Ready campaign aims to raise awareness and to progress some of the thinking that is needed if we want people to be able to enjoy their working lives and the time they spend in retirement.”
