Phoenix Group, the UK’s leading long-term savings and retirement company, has unveiled its latest brand building campaign named “Let’s Start Talking.” The initiative is designed to foster open conversations about longevity and the opportunities it presents.
Launching today, the six-week, multi-channel campaign aims to celebrate the benefits of living longer while shedding light on potential roadblocks, such as inadequate retirement savings.
The campaign, Phoenix Group’s first consumer-facing initiative, aligns with the company’s brand growth strategy, emphasising its role as a single employer brand.
The campaign will unfold in two phases across various media outlets. The first phase uses an empty park bench metaphor to underscore the lack of dialogue around longer life expectancy and its implications on work and retirement. Currently, 36% of UK adults, or roughly 17 million people, are unprepared for retirement, hinting at a looming financial crisis. National media outlets, along with radio, digital, and social media platforms, will primarily carry this phase.
Phase two will focus more on social media engagement, inviting people to share their experiences and insights about living longer. Among the featured content, a video showcases a father who extends his working years to financially support his child’s first home purchase.
“This is our first consumer campaign for Phoenix Group brand, and through ‘Let’s Start Talking,’ we aim to spark a nationwide conversation that encourages people to fully embrace their longer lives,” said Ben Rhodes, brand director at Phoenix Group. “Our campaign aligns with our social purpose and supports our customer brands, which serve some 12 million customers.”
The “Let’s Start Talking” campaign follows “Let’s Get Ready,” a Phoenix Group initiative launched in October 2022 aimed at policy makers and influencers, advocating for a fresh perspective on work and retirement.
Building on a contemporary visual identity introduced in 2022, both campaigns resonate with Phoenix Group’s purpose of “helping people secure a life of possibilities.” Phoenix Group also leverages a Masterbrand endorsement approach for its family of customer brands, including Standard Life and SunLife, by using the tagline “part of Phoenix”. This strategy strives to unify the collective strength of Phoenix Group without compromising the individual identities of its customer brands.
