Scottish Widows has unveiled a campaign to promote its workplace pension app and encourage members to actively engage with their pension savings.
As part of the campaign, Scottish Widows has launched a new advert, titled “Is your pension in your head or on your app?”, which highlights the gap between how people imagine their pension and the clarity offered by the app.
Using striking visuals, ranging from a maze and a storm-tossed boat to an abstract dark void, the advert contrasts the uncertainty of pensions “in your head” with the simplicity of viewing all pension information in the app.
The advert declares: “Your pension in your app, you see it, every pot, every plan,” to reinforce the idea that active engagement empowers members to understand and manage their financial future.
The app positions itself as “the new home of your financial future,” allowing users to view all their pensions and investments in one place, explore projected pension values and potential future standards of living, manage Ready-Made Investments, and track insurance policies. It also offers interactive, bite-sized learning to help users make the most of their savings and investments.
To drive further engagement with the app, Scottish Widows is offering a £25,000 prize to a member simply for logging into the app, and encouraging those who don’t have your workplace pensions with Scottish Widows, to consider asking their employer if they’ve considered switching.