The financial services firm said online activity accounted for more than a third of the overall campaign spend; the first time that online has been the lead medium.
"We have dabbled in online before, but this will be the first time we've launched a really intensive onslaught," said Mike Hoban, marketing director at Scottish Widows.
The campaign, which includes outdoor, press and direct mail, aims to help people prepare for the future, with the strapline 'Preparation is everything'. It is timed to coincide with the build-up to the end of the tax year.
"The financial services market is a complicated place and we are aiming to help people make the right decision by giving them practical tools," added Hoban.
Digital agency Zed planned and bought the push, which includes two key strands: display ads and search marketing.
Rich media display ads, created by agency Teamspirit, use the widow icon and pose questions about financial planning. They include tools such as a calculator to help customers work out how much they should save, for example, for a wedding.
Ads will run across financial pages of portals such as Yahoo! and newspapers sites including Guardian Unlimited.
Online activity will break at the beginning of February, with other activity to follow later in the month. The campaign will run until April.
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