Aviva campaign highlights millennials' poor pension planning

Aviva has launched a digital campaign to highlight how few Brits are planning ahead on their pension, and how little most young people may have to live on in future.

Creative comprises an online ad created Adam & Eve/DDB which shows young people being transformed into pensioners with the aid of prosthetics.

They then experience a week living on their own pension provisions, either £156 a week or £525 a week. The poorer pensioner is shown to live in poorer accommodation, with bad clothing and few hobbies. The wealthier pensioner has a noticeably more fun and fulfilled lifestyle.

Connected to the campaign is the "Shape my future" tool for the general public which allows them to calculate their weekly pension based on their current financial situation.

Lindsay Forster, UK and Ireland customer marketing director for Aviva, said: "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."

The campaign spans social and digital, running on as YouTube pre-rolls as well as through media partnerships with Vice, Buzzfeed and AOL. The online ad is supported by some radio, TV and promotional activity. It ties into Aviva's wider "Good thinking" brand strategy, launched in December last year to encourage consumers to think about the long-term future.

The spot was created by Ken Taylor and Gavin McDonald at Adam & Eve/DDB and director by Max Fisher through Outsider. Zenith handled media, while Razorfish led development for the "Shape my future" tool.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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