Standard Life unveils new personal pension product
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The insurance company is using a television advertisement campaign to encourage younger consumers to take out a personal pension plan.
Standard Life has launched a new personal pension plan, which is specifically targeted at young people, with an eight-week television advertising drive on a digital channel.The Scottish insurance firm is placing adverts on Dave TV as part of a £2 million national campaign which targets people who have yet to properly consider their financial future.
Further to this, Standard Life intends to use traditional and new social media sites to attract the attention of young people.
The firm has stated that its active money personal pension has been created to appeal to consumers aged between 28 to 40-years-old.
The new product is a simplified, low-cost, online personal pension and it allows savers to seamlessly switch to a self-invested pension plan later in life.
Jo Coomber, head of marketing operations, explained that research found that consumers saw pensions as a good method of saving, but did not consider them to be flexible enough.
She told Channel 4: "We needed a new way to talk to what will be our 'customers of the future' and help them engage with saving.
"We are really keen to understand and talk to this target group and have planned the campaign accordingly."
Within a month of its re-launch in October 2007, Dave became the tenth largest television channel in the UK.
In fact, the station boasts a daily average of about three million viewers.
And Dave made its made its first move into the sphere of original programming in April 2009, when it broadcast three new episodes of the popular comedy show Red Dwarf.
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