The campaign broke yesterday (Wednesday), a month ahead of the scheme's October 6 launch - a date criticised by the Conservative Party as being too late to raise sufficient awareness (Marketing, July 31).
The arrival of the scheme is part of the government's framework for reforming pensions. It tackles pensioner poverty, while rewarding those who have saved toward their retirement.
The 60-second TV ad has been based on the concept of entitlement. It points out that, whereas in the past people with savings could be penalised, under the new system they can be rewarded. The TV activity will be supported by press, radio and direct marketing.
The campaign was created by Delaney Lund Knox Warren and Draft Worldwide, which picked up the £24m account in January in a pitch run by COI Communications.
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