#WeArrange Brief
Background
Brief
Audience
“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 brief is to create a campaign that will engage young people in wanting to take control of their finances, start a pension and consider investments. The campaign should stand out from the standard, familiar financial lead campaigns.
“Young people who think that saving is an unaffordable, low-down priority that they’ll deal with tomorrow.”
Deliverables should span print and web to ensure audience engagement.
Chris Shuttleworth YCN Standard Life
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#WeArrange Research
Research By looking at the current material used to inform about finance I discovered that the biggest problem with it is that it is too corporate, boring and uninspiring. The focus needs to not be on digits and percentages and banking blue.
The design must: - Use colours that aren’t associated with finance - Have a tone of voice that is simple and punchy - not ‘your pension wake up call’ (uncharismatic) - Attach meaning to something inspiring and attention grabbing for the audience. - Must be natural and believable - Be multi platform.
Chris Shuttleworth YCN Standard Life
These campaigns are successful because they used up to date humour, they took advantage of viral promotion and used a solid, straight forward tone of voice.
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#WeArrange Development Concept 1
Concept 2
Concept 3
Development Concept 1: To use anagrams of ‘Financial Planning’ to create humorous and lighthearted phrases based around ‘organising finances’ Concept 2: Straight talking tone of voice that is humorous and punchy
After some development and crits with Simon Jones I decided that concept 1 would be the most successful as it is simple to understand and can be applied to a wide range of medias and formats. The concept will be explained further on the following board.
Concept 3: Mock proverbs that animals could say that hints towards saving/ investing money
Chris Shuttleworth YCN Standard Life
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#WeArrange
Concept & Aims
Concept Organising your finances can be a stressful and uninspiring process, especially for young people who would rather put off embracing adulthood for a couple more years. Rather than trying to fool the audience into thinking that financial planning is great fun, this concept suggests that it doesn’t need to be difficult and complicated.
Banking and finance is so closely associated with sheets of numbers, percentages and a very serious personality. With this campaign I wanted to retain the professionalism and organised qualities of finance but give it a more friendly and less serious appearance.
Chris Shuttleworth YCN Standard Life
The campaign loses any stressful tone of voice e.g. ’your pension wake up call’ and instead is playful and lighthearted. The concept is based on anagrams of ‘Your Finances’, ‘Your Investments’ and ‘Your Pension’. This results in intriguing and humorous promotional material that gets the audience thinking about their finances and also informs them of who to go to if they need help organising them.
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#WeArrange Fliers
Fliers To hand out to the public these fliers are instantly intriguing and unlike standard financial material. At first the statement appears to be nonsensical but when the belly band is moved up or down the letters are rearranged to deliver the message of the campaign- Standard Life will help you organise your finances etc.
Chris Shuttleworth YCN Standard Life
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#WeArrange
Promo Pack Contents_Poster, Magnets & Leaflet
Promo Pack
Magnets & Leaflet
For people who want to find out more/ show an interest in the campaign a more conclusive pack is available that has further information aswell as more campaign related material.
As a fun but constant reminder to keep track of your finances the pack also contains a set of fridge magnets that only contains the letters: y,o,u,r,f,i,n,a,n,c,e,s.
Folding Leaflet
The pack also contains a folding leaflet that has specific information about investing, saving and pensions and also a QR code to download the WeArrange app (See Board 07).
Chris Shuttleworth YCN Standard Life
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#WeArrange
Viral Aspect
Poster To generate audience interaction and social media buzz the poster comes in a D.I.Y format. The idea is that the user has to think of a silly anagram/ phrase using only the letters from ‘Your Finances’ and use the supplied stickers to make the typographic poster. These submissions can be tweeted to Standard Life using the hashtag #WeArrange to be in the chance with being picked as best submission etc.
Chris Shuttleworth YCN Standard Life
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#WeArrange
Poster Campaign
Augmented Reality Posters As a wide public campaign large scale posters featuring anagrams of: ‘Your Finances’, ‘Your Pension’ and ‘Your Investments’ will go up at bus stops and billboards. Similar to the fliers these posters are designed to grab attention and intrigue and are not obviously financial at first glance.
The viewers can use Blippar to watch the letters rearrange themselves into their correct positions and then the viewer will have the option to be redirected to Standard Life’s website for more information. Please visit: wearrange.tumblr.com to see the posters in action.
Chris Shuttleworth YCN Standard Life
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#WeArrange
Promotional App
Application To further support the campaign a free app will be available. The game is again based around anagrams of ‘Your Finances’, the user needs to fill in the blanks to create nonsense anagram sentences. When the game is finished the user will be asked : ‘Do you need help organising Your Finances?’ to which they will be redirected to the Standard Life website or to further WeArrange material.
Chris Shuttleworth YCN Standard Life
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