Taking a glimpse into the future

Every year we support Scottish Widows during what’s known as ‘Pension Engagement Season’. Regardless of the season, getting people to think about pensions is hard enough at the best of times. With cost of living pressures, it’s a topic that slides further down the priority list. 

But, with the state pension fund expected to run out in 2033 and a chronic lack of pensions engagement, we really needed to get people talking about the subject and downloading the Scottish Widows app – an app that 82% of Scottish Widows members had never even logged onto. Needless to say, motivating people to register and start checking in on their pension was top of the agenda. 

The app allowed people to log in to see what’s in their pot, get a meaningful benchmark to measure where they are, and what they need to do to stay on track. But simply knowing what’s in your pension had no emotional pull. We needed our audience to know what it meant for them and their future, in a way that felt fresh, fun and engaging. To make a pension relevant to someone decades from retirement, we needed to emotionally connect them to their future self. So we did, with an interactive aging tool. Pension Mirror was born. 

By marrying creativity with strategic insight, we’ve encouraged people to engage with something they’d usually do anything to avoid, while generating fame for Scottish Widows as a pension provider that understands how to engage their customers.