Phoenix tells UK to “Get Ready” for retirement in brand campaign

Alex Sword


The Financial Services Forum

Phoenix Group is urging UK citizens to get ready for their retirement in its new brand campaign.

The tagline of the new creative approach is ‘Let’s Get Ready’, which focuses on the changes that need to happen if people in the UK are to live long and healthy lives in retirement. This ties into the overall Phoenix purpose of “helping people secure a life of possibilities”.

Phoenix collaborated with agency Hello to develop the campaign, which runs from 27 October to 16 December.

Rolling out across press, social media and digital, the concept will use large text and full bleed imagery, supported by the new Phoenix brand identity that launched earlier this year.

The inspiration for the campaign came from research by Phoenix’s longevity think-tank which revealed that 15 to 17 million UK adults may not be saving enough to retire when they want and with the income they want.

The campaign aims to reshape thinking and encourage people to think more about their retirement.

Ben Rhodes, Brand Director at Phoenix Group, said: “This is a significant moment for Phoenix Group as we undertake our first brand campaign to demonstrate how we can advocate for our customers and help the UK rise to the opportunities and challenges of people living longer lives. With over 13 million customers, we have a strong understanding of the issues and concerns people face as they approach retirement and when they retire.

“Many people find that they are not ready for the kind of retirement that meets their expectations, and that some of the infrastructure and age-old stereotypes need to be reshaped to ensure that retirement is ready for them.

“There are many deep held perceptions in society about older age and a traditional route is often assumed through education, followed by a life of work and then retirement. These stereotypes need to shift to better reflect how we live today and the fact we are living longer as a nation. Our working lives need to be more flexible and the way in which we choose to work, learn new skills, take time out or retire needs to be much more fluid.

“Our Let’s Get Ready campaign aims to raise awareness and to progress some of the thinking that is needed if we want people to be able to enjoy their working lives and the time they spend in retirement. We need to look at things differently and get ready for some positive changes. Creating an environment in which people can think and talk about work and retirement differently will also help raise awareness of the level of financial security that people will need to achieve.”

Standard Life, a Phoenix Group subsidiary, launched its own brand campaign last week, including becoming headline sponsor of the cancer research fundraising event Race for Life.

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