Standard life brief

Standard Life

Create a campaign that switches younger audiences on to the importance of planning for their financial futures.

Website — standardlife.co.uk

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YCN Student Awards 2013/14

Social — @sl_moneyplus facebook.com/StandardLifeUK

ycn.org

Standard Life

Background Standard Life helps our customers prepare for their future by providing them with ways to save and plan – typically this involves pension and investment products. We currently help almost 4 million people in the UK and we’ve been around for over 180 years but now, more than ever, we need to help Britain save.

The Creative Challenge Managing your money can be difficult and saving for the future might not be top of your list, particularly when there are more pressing issues such as rent, mortgages and debt. But saving for the long term is important.

In fact, we’ve got a lot to do as Britain appears to be one of the worst prepared countries for retirement with one in three people in a recent survey saying they are saving nothing at all for their retirement. With an ageing population and a continued reliance on debt to manage finances – this is a real issue for our society.

The challenge we have (and now you too) is to come up with a campaign that engages people at an emotional level and encourages them to take action. We don’t want more of the same old staid product-led financial adverts - we’re looking for something that’s fresh and in tune with people’s real lives.

Like traditional social marketing (as opposed to social media marketing), we need to create positive behavioural change in our society. Using commercial marketing techniques to win hearts and minds and motivating action. We’re inspired by campaigns like ‘Slip-Slop-Slap’ – the Australian skin cancer campaign, Vinnie Jones showing us how to do CPR for the British Heart Foundation, the recent ‘drop a drink size’ campaign by the Scottish Government“.

What did they get right? They were memorable; what they told us was useful, actionable. We’d like to capture the public’s imagination in the same way these campaigns did but balancing that carefully with our commercial objectives – come to Standard Life for the savings solutions to meet your needs.

Target audience Young people who think that saving is an unaffordable, low-down priority that they’ll deal with tomorrow.

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YCN Student Awards 2013/14

ycn.org

Standard Life

Creative Requirements How you demonstrate your concept is entirely up to you but it’s worth considering: • Most importantly we’re looking for something that’s disruptive and memorable – you need to grab people’s attention and make them want to do something!

• Your concept should work across multiple channels Things to think about This isn’t an easy task but the scope leaves a lot for you to consider: • Apathy – people have a million and one things they think are more important than saving, maybe you could attack this attitude head on?

• Myth-busting – people think they can’t afford to save but spend money on lots of other less important things. Really the question is can you afford not to save?

• Complexity – people often hold money in simple bank accounts earning little interest because they feel investing it is risky and complex. But investing can be very rewarding – and, dare we say it, fun...?

Deliverables, Artwork and Additional Information For guidance on how to submit your work, please adhere to the main deliverables information which can be found at the YCN website ycn.org Any additional information referenced in the brief can be found in the supporting project pack.

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YCN Student Awards 2013/14

ycn.org