Just Group ‘My Home, My Future’
Driving discussion on property wealth and retirement planning, and telling this complex narrative through a human voice
Following the introduction of the Pension Freedoms in 2015, UK retirement providers have faced increased scrutiny of how they are supporting people in their retirement, and increased competition for share of voice on this issue. Just, one of the UK’s leading providers of retirement financial solutions, tasked Lansons with finding a way to champion its human approach to complex retirement decisions by focusing on the issue of property, and how property wealth plays an important role in retirement planning.
Lansons developed an integrated consumer campaign that aimed to get under the skin of how people really think and feel about property and share this through multiple channels to drive discussion and amplify Just’s voice. Lansons partnered with Opinium Research to produce robust consumer research on the UK’s attitude towards property, paired with qualitative research and real-life stories to bring the human element of the campaign to life.
To successfully deliver this insight to Just’s key stakeholders, Lansons worked with Just to develop a campaign website hub that hosted a range of video, infographic and written content, which was promoted on social media to help drive engagement. Personal finance and consumer media were also given access to this insight through a series of briefings and packaged-up content.
As a result, Just’s voice in the discussion on property wealth and retirement planning was amplified through national, trade and regional media including the Daily Mail, Daily Express, Guardian, and the Mirror, as well as on Just’s own website and social channels. Importantly, everything produced in the campaign was accessible and relatable to the everyday person facing challenges in preparing for retirement.
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