Pension Power-up
Times Money Mentor
Prompted by the insight that current educational methods and press campaigns were not cutting through, Times Money Mentor launched Pension Power-up (PPU) to help people supercharge their savings and reach those not engaged with their pensions at all.
A battery ‘character’ in a Super-Mario-style world aimed to draw people in and show them how following a simple process could help them improve their pension prospects, whatever their age or the state of their finances.
A weekly newsletter guided 100,000 subscribers though key topics, and showed five real people aged 31 to 65 doing the course and the impact it was having on their pensions. A print supplement in the Saturday Times told everyone’s stories.
PPU increased subscribers by nine per cent over seven weeks, drove tens of thousands of extra site views, achieved a total social media reach of 300,000, appeared on national radio, and gained a partnership deal with a financial provider, feeding into a wider Times campaign that reached one million people in print and gained 270,000 social video views. A landing hub showcased all the elements of PPU, allowing new readers to catch up in their own time. “Focused, and desperately important for absolutely everybody,” concluded the judges.