Standard Life promotes ‘Two-way thinking’ with taxi campaign

Standard Life launches ‘Two-way thinking’ taxi campaign to promote thought leadership and re-engage target audience

Standard Life is a long-term savings and investment company, providing workplace pensions to UK employers. For large employers with workplace pension schemes, business life after auto-enrolment is a journey; one of constant movement and monitoring. Large employers are looking for a reassuring presence that can take them on that journey.

Challenge 
The UK is entering a new workplace pensions market where large employers who have invested a lot of time and money in complying with automatic enrolment legislation are asking: ‘Where next?’ Standard Life saw their experience in delivering workplace pensions for some of the UK’s largest employers as providing an opportunity to shape this new market and drive thought leadership.

Having spent 2012 and 2013 focused on supporting employers through automatic enrolment, in 2014, a year after the largest employers had automatically enrolled, the brand needed to re-launch their proposition as the new ‘post automatic enrolment’ as the needs of the market developed.