Scottish Widows: Life feels better with planning

This case study shows Scottish Widows, a UK financial services and pension band, encouraged younger people to think about retirement planning through a behaviourally inspired ad campaign.

Scottish Widows: Life feels better with planning

Sandie Dilger

Campaign details

Client: LLoyds Banking GroupAgency: 101Brand: Scottish Widows

Summary

This is a story of planning as an escalator: how we took a brief to revitalise Scottish Widows and escalated this into a need to revitalise the category. How we elevated the role of Scottish Widows in society from a pension provider to one with a societal mission to close the gap between modern Briton's expectations for later life and the paltry provisions they are making for it.

By putting behavioural economics and the concept...

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