The Brief:
Support AXA’s third annual My Budget Day targeting consumer and corporate audiences.
The Activity:
During a six-week period, we completed a programme of six key activities, including the Living on a State Pension social experiment, the search for the ‘New Name for Pensions’, reports in association with The Work Foundation and Hertfordshire University and research-based activities on Financial Confessions and Employee Financial Concerns.
12 media releases, two-in-depth reports and two factsheets were issued to the media.
The Results:
- Over 150 pieces, including in-depth interviews for the Living on a State Pensions experiment
- Almost 1000 entries for New Name for Pensions, with thousands of voters for the top five selected names
- Key stakeholder interest from the likes of DWP, Parliamentary questions and The Pensions Policy Institute
Almost 400 pieces of coverage reaching an audience of over 100million
- 57 Nationals
- 228 regional pieces
- 75 trade articles
- Nine global newswire inclusions
- Two international print pieces
- Over 20 news and consumer websites
Media Slideshow:
