Pension industry calls on Britain to ‘Pay Your Pension Some Attention’

The pension industry is calling on the nation to ‘Pay Your Pension Some Attention’ with a quirky and nostalgia-steeped campaign featuring TV star Timmy Mallet.

Resulting from a collaboration between The Association of British Insurers (ABI), the Pensions and Lifetime Savings Association (PLSA) and financial services comms agency Teamspirit, the campaign looks to drive public awareness and engagement with their pensions through the dedicated website.

Developed in collaboration with London agency VCCP, the campaign centres around a 90-second spot fronted by Mallet in the style of a mock TV quiz show in which the main topic is pensions, and how (alarmingly little) most people know about their own.

“We’re very pleased to have Teamspirit back on board to deliver year two of Pension Attention. As shown last year, they have the perfect blend of knowledge and creative edge to deliver cut through on a topic that has previously only had limited success in engaging the nation,” Pension Attention campaign spokesperson, Mark Smith said.

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“We want people to really understand their pension savings, know the simple steps they can take to keep track of it and most importantly, take action. This campaign, fronted by Timmy, is certainly set to get everyone listening once again.”

Running across TV, digital out-of-home, social media, radio, display and YouTube through to 10 November, the campaign will be supported by an extensive consumer and trade PR push fronted by Mallet himself.

Teamspirit executive creative director, James Maxwell added: “Getting the public to think about their pensions needs a spark of creativity and – frankly – fun, and we feel we’ve found that spark. Timmy’s a broadcasting legend, a mainstay in so many childhoods, and a creative phenomenon. There’s no one better to be the ambassador to a campaign that looks to use nostalgia as a tool to get people thinking about their pensions.”

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