Pension Wise – Baddiel & Skinner Partnership


Pension Wise – Baddiel & Skinner Partnership, Sky Media for Pension Wise / Department of Work and Pensions / Wavemaker and Carat
Pension Wise offers free, impartial guidance for anyone aged 50 or over with a personal or workplace pension. Research showed that people found pensions a daunting and complicated task with the market for guidance becoming cluttered and complex. Our goal was to inspire our audience to start a conversation about pensions and position Pension Wise as the trusted resource which would enable them to do this. The campaign was fronted by the perfect relatable duo - Baddiel and Skinner, at the right age they had a recognisable relationship and embodied the right tone of voice to show that pensions needn’t be something to fear. Amplifying content across linear, digital and through Sky AdSmart, targeting the key audience, the campaign was a resounding success. Pension Wise saw a 40% increase on bookings and appointments for the same quarter year-on-year and saw the best weekly call volumes since launch.

Relevant Media or Brand Manager: Sky Media