In the budget of March 2014, George Osborne dropped a bombshell on pensions flexibility: “No one will have to buy an annuity.”
This was a revolutionary moment in pensions history – things would never be the same again.
We seized on the opportunity to support our adviser audience through the most radical changes in pensions in a generation. This would simultaneously promote the Nucleus pension in more detail, position Nucleus as pension experts and increase inflows.
To show that we understood this new market, we developed a campaign that emphasised the ‘changing face of retirement’.
Today’s pensioner doesn’t simply don a pipe and slippers at age 55. They keep rocking way beyond retirement age… So the creative was based on current revolutionary rockers (Blondie, Iggy Pop and Bowie – before he sadly passed away) who were all technically pensioners, but not necessarily retiring.
This would enable us to present our educational and highly factual support tools in an engaging and memorable way.
The campaign ran across a microsite, email, social media, direct mail and press.
Winner – Campaign Business to Business, Investment Marketing Innovation Awards, 2016
Winner – Outstanding Marketing Performance by a Tech Company, ScotlandIS Digital Technology Awards, 2016