adam&eveDDB Faces up to the Future With New Campaign for AVIVA Pensions

Aviva is launching a new integrated campaign as part of its Save Smarter strategy which has been developed to encourage people to think about how they could save in a smarter way for the longer term.

‘Face Up To Your Future’, developed by adam&eveDDB, focuses on pension contributions and aims to highlight the uncomfortable truth that the nation is not saving enough for retirement.

The multi-channel content includes a social experiment which, with the aid of prosthetics, sees two young people experience what retirement would be like in their 60’s on their respective projected incomes.

The campaign is accompanied by an innovative digital tool called “Shape My Future”, developed by Razorfish, and available online.

The light-hearted tool provides people with an approximate look at how the choices they make now might impact their life later. It also empowers them to think about what positive, proactive steps they could take tohelp them shape their own financial futures.

Zenith developed and delivered the media strategy which will help wake up a generation of spenders through new partnerships with Vice, Buzzfeed, MSN aimed at engaging millennials in their financial futures.As part of the global brand strategy, Good Thinking* which started in December 2015 with the Aviva Drive app, the ‘Saving Smarter’ campaign is designed to raise awareness and encourage people to think about how they could save in a smarter way for the longer term.

Lindsay Forster, UK & Ireland Customer Marketing Director for Aviva says: “By giving members of the public a glimpse of what their retirement lifestyle could be – and by showing them how they might look in their 60s, we want to grab people’s attention and get them thinking about how they can act now to ensure a better retirement.

“This is the first time that Aviva has really got behind promoting pensions and investing in a significant multi-channel campaign to engage with people about their long term savings.“Retirement shouldn’t be just about getting by and making ends meet, it's the time where you can down tools and pick up the dreams you may have put on the back burner while working, so it’s really important for us to help customers achieve those dreams.”

The new TV advert can be seen on mainstream and digital channels from Saturday, 1st October 2016, with warm up social media activity starting on the 30th September.