Phoenix Group, the UK’s largest long-term savings and retirement business, is launching its first brand campaign to build on the new and modern visual identity it introduced earlier this year and put in place the foundations for even stronger brand engagement with its core audiences.
The creative approach, ‘Let’s Get Ready’, is centred around how change needs to happen if the UK is to help people live better longer lives and embodies Phoenix Group’s purpose of helping people secure a life of possibilities. It recognises that when and how we work, acquire new skills, save for the future or choose to retire, needs to adapt to reflect that we are living longer.
Research from Phoenix Group’s longevity think tank shows that between 15 and 17million UK adults are not saving enough to retire when they want on the income that they want. People are finding 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.
Importantly, the campaign is responding to insight from the think tank which shows people can find thinking about their longer lives particularly daunting due to the many unknowns and their own strongly held stereotypes about being older. A key aim is to reshape thinking and break down the barriers that can prevent people from making the most of the opportunities of living longer.
Phoenix Group’s campaign is targeting an industry audience to create greater awareness, generate debate and collaborate to seek solutions to ensure that the way we approach retirement is fit for the 21st century. Without changes to the current systems and ways of thinking, many will not be able to make the most of their longer lives, particularly when they come to retire.
Ben Rhodes, Brand Director, Phoenix Group comments:
“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.”
About the new brand campaign
Phoenix Group worked in collaboration with design and creative agency Hello to develop the new through-the-line campaign which will initially roll out across national press, social, audio, and web channels. The concept is simple but bold, using large text and full bleed imagery in order to drive impact and standout in media placements. The imagery has been shot with warm natural light, showing movement and life with the cast reflecting Phoenix Group’s diverse customer base. The campaign uses Phoenix Group’s brand colours and behaviours such as optimism, progression and empathy.
The campaign is due to run from 27th October to 16th December.
 Phoenix Insights Longer Lives Index, Crisis of Confidence https://www.thephoenixgroup.com/sites/phoenix-group/files/phoenix-group/Phoenix%20Insights/Longer%20Lives%20Index/Phoenix%20Insights%20Longer%20Lives%20Index%20Crisis%20of%20Confidence.pdf
 Phoenix Insights Public Engagement in Longer Lives https://www.thephoenixgroup.com/views-insights/phoenix-insights/publications/public-engagement-longer-lives