CASE STUDY: Trinity Mirror, Bauer, Twitter-DWP Super Partnership
Provided by Trinity Mirror
A co-ordinated partnership, across multiple media owners to drive awareness of workplace pensions.
What was the Challenge / Background of the Campaign?
In October 2013 Automatic Enrolment was introduced to the country, with individuals getting enrolled into workplace pensions across the next four years.
It also saw the launch of the 'Famous Bosses' creative - featuring high profile business people such as Karen Brady, Theo Paphitis & Nick Hewer. DWP had successfully achieved high awareness of this national message and highlighted the importance of the benefits of a workplace pension. As more and more people become eligible, the key challenge was to 'normalise'; workplace pensions and ensure people do not 'opt out'
What was the Campaign Objective?
The main objective was to increase awareness of the changes to workplace pensions. Trinity Mirror needed to ensure individuals could identify the benefits of work place pensions, whilst highlighting the need to not 'Miss Out' on being part of a workplace pension and saving for the future,
What was the Solution?
Trinity Mirror partnered with Bauer & Twitter, to create an integrated solution over a 6 week period. In addition to The Daily Mirror and Daily Record, there was excellent cross between our regional brands & Bauer local radio stations in Manchester, Liverpool, Newcastle and Glasgow.
The centerpiece of our proposal was an initiative to create a community called 'Pension Square', of real life workers from companies across the UK all telling their stories, with the aim of making pensions less scary. We mixed that with fun ideas such as a pension vs coffee infographics.
What were the Results?
DWP were delighted with how well the campaign performed:
- In total there were 12,458 quiz entries over the 6 week period.
- 1 in 3 unique visitors completed the quiz
- Average user dwell time exceeded 2 minutes on the 'Pension Square' hub
- The campaign reached over 6 millions (61.47%) adults 35 - 64 C2DE