Agency: Teamspirit
Client: The Association of British Insurers (ABI) and Pensions and the Lifetime Savings Association (PLSA)

We all want an enjoyable retirement. Yet, despite £billions spent on influencing consumers by the industry; few engage with their pensions and just 1 in 5 feel they have saved enough.

The Association of British Insurers and the Pensions and Lifetime Savings Association have historically tried boosting pensions engagement using ‘traditional’ media campaigns which struggled to achieve recall. So, in 2022, we recognised radical new thinking was needed to avoid potential social disaster. We commissioned grime artist and TV cook, Big Zuu, to produce an attention-grabbing rap urging people to ‘Pay Your Pension Some Attention’ and create lasting talkability.