B&CE
Award-winning branding for The People's Pension
- Actuarial Profession
- AIA
- AllianceBernstein
- Aviva Investors
- B Capital
- B&CE
- Bedrock
- Black Ant
- CIT Group
- Citi
- Crossbridge Capital
- DWF
- Ernst & Young
- IFRS Foundation
- Lansdowne Partners
- Luqman Arnold
- Man Group
- Mourant Ozannes
- NewSmith Capital Partners
- Pensato Capital
- Rathbone Brothers Plc
- Schillings Lawyers
- State Street
- T. Rowe Price
/ challenge
B&CE are the UK’s largest workplace pensions provider. Hot on the heels of their ‘EasyBuild’ campaign – marketing communications for a stakeholder pension aimed at the construction industry – B&CE recognised the need to widen their market by creating ‘The People’s Pension’, a new workplace pension solution aimed at all sectors, but specifically those with a transient workforce comprised of low to moderate earners.
B&CE approached Living to create a new stand-out visual brand plus a launch and integrated communications campaign – as well as to engage and inform existing EasyBuild customers about the transition to The People’s Pension.
/ solution
Using simple, everyday language aligned with a bespoke illustration style, Living creating a brand that is fresh, distinctive and engaging – linked closely with B&CE’s core values of simplicity, transparency and accessibility, making the auto-enrolment journey hassle-free for the employer.
The team at Living created and implemented the campaign across a range of internal and external communications, including brochures, direct mail, website, social media coverage, advertising, video production and a stunning launch event at the Great Court in the British Museum.
/ result
Everyone agrees that the world of pensions is complicated enough, conjuring up shared preconceptions. Living’s joined-up campaign has positioned The People’s Pension as a serious alternative to other providers in a highly competitive marketplace, with a refreshing and appealing brand that communicates clearly to it’s customers.
During the first year of launch, The People's Pension was named the Pension Scheme of the Year 2012 by Financial News and endorsed by the Minister for Pensions who declared "The People's Pension is a quality pension and has a crucial role to play in automatic enrolment".
Since automatic enrolment came into effect in October 2012, B&CE announced it will enrol in excess of a quarter of a million people into The People's Pension in its first year, securing mandates from new high profile customers including: Next, Pret A Manger and The University of Leeds.
Related to this case study: Living strikes Gold, Silver and Bronze at the Transform Awards.
