Preference Choice Publication

Pension provider Penfold unveils campaign encouraging people to 'Enjoy the Now'

Gabby Fernie

Digital pension provider, Penfold has launched a campaign encouraging people to 'Enjoy the Now', aimed at those who either do not have a pension or who want to consolidate the pension pots they have.

The campaign, created by Designate, will run across TV, OOH, VOD, digital and social media. 

The TV advert opens with images of old-fashioned methods of communication including a typewriter, landline telephone and even a quill. The word 'old' merges into text showing ‘Penfold,’ while a voiceover says: ‘There’s an old way of sorting out your pension, or there’s our way.”

This is followed by footage of young people working in a Taco food truck, as a music producer or a fitness instructor and then shows them enjoying a holiday, camping or shopping. A voiceover explains: “Pensions that fit with the way we live and work today. Whether you’re just starting out or combining old pensions, our modern, flexible, faff free pensions make it easy to sort your future, so you can get back to enjoying the now.”

Messaging across the digital and outdoor campaign is bold and brave with a certain attitude to cut through the clutter, including taglines such as: ‘Not for the old school,’ ‘Go on live a little,’ ‘On your level and in your pocket,’ and ‘On a mission to sort your future.’

“We were so pleased with how quickly Designate was able to deliver the final campaign with messaging that will communicate our flexible and faff-free offering to a broader audience. This is our first above-the-line campaign and we think it will appeal to people who might have previously been put off saving into a pension by the complicated and old-school practices of the industry” said Head of Brand Marketing at Penfold, Georgie Burks. 

You can view the ad here