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PensionBee launched "Born to Retire," a bold integrated campaign designed to shift the conversation around retirement for mid-life millennials. Moving away from traditional tropes of aging, the campaign positions retirement as a period of personal empowerment and aspirational living, achievable through proactive financial control.
The latest advert from PensionBee - Born to Retire with Jay.
The primary objective was to elevate PensionBee's market recognition as a trusted, modern alternative to the legacy firms that dominate the sector. The financial campaign needed to overcome deep-seated consumer inertia and anxiety regarding pension management, replacing confusion with a sense of clarity and possibility.
Individuals entering mid-life (ages 35–55) experience a "revelation moment" where retirement suddenly feels tangible, yet they often feel ill-equipped to act. This audience is tech-literate and capable, but they frequently avoid financial planning due to the perceived complexity of consolidating multiple legacy pension pots. They are not looking for just security; they are seeking optimism, identity, and the freedom to pursue new passions.
Developed by our agency partner Wildish, the creative concept centered on TV adverts featuring relatable characters, Jane. Each film begins in a grounded reality - present day Jane perusing the PensionBee app - before transitioning into vibrant, whimsical "daydreams" of their future retired selves. For example, Jane’s app-based consolidation leads to a flourishing topiary garden and a theatrical performance.
Toast TV brought these sequences to life utilising stylistic art direction, cinematic camera movements, and playful props to depict retirement as a vibrant "second act" rather than a slow decline. Match cuts and snappy transitions as well as an adapted composition of the iconic ‘Born To Retire’ song by Steppenwolf all helped to build a surreal and light-hearted humorous tone.
The "Born to Retire" campaign utilised a multi-channel rollout to maximise reach among tech-trusting pre-retirees. Following an initial phase of high-impact weather sponsorship idents, the campaign expanded into a full multi-channel rollout. This was supported by a comprehensive suite of digital and social assets optimised for Instagram, Facebook, YouTube, and TikTok, alongside a series of targeted radio spots that reinforced the brand's core message of simplicity and control.
Toast TV obsesses about case study metrics. Obviously we're not able to use confidential data but with DTC campaigns we do track website visitors. The results look good for the PensionBee campaign.
Website visits, baseline and boost ( TV advert aired in June.)
That shows a 20% increase in traffic over the baseline. We expect the boost to increase as the campaign runs.
