Aviva launches ‘magic money' social media campaign

Aviva is using ‘magic' in a newly launched social media campaign to raise awareness among younger workers about the importance of making the most of their hard-earned cash.

In a series of short film clips shot on the streets and in the bars of Brighton and London, magician Pete Hathway uses magic tricks with money as the central theme to bring home the savings message to a generation of workers.

The films have been placed on popular social media sites such as Facebook with the aim of engaging and entertaining viewers around the idea that they can do more with their money, particularly in their workplace.

Social media sites have been chosen as an innovative and entertaining way to reach this younger audience while also sharing ideas and provoking conversations. With about half of the UK online population on Facebook, and a quarter of these aged 25-34, social media is a relevant way of connecting with this age group.

Aviva's Head of Brand Sue Helmont said: "This campaign has been developed to really entertain this younger audience of workers who are regular users of social media. But our overall aim is a serious one - we want to get this younger generation thinking about ways they can make their money work for them in the future.

"Almost half of the UK working population do not have a pension that they or their employer are saving into, and we know that traditional ways of discussing pensions and retirement are not always going to strike a chord with everyone.                          

"For younger workers establishing their careers, it's understandable that saving for retirement seems a long way off but this is a conversation every employee should be having sooner rather than later.

"With regulatory change on the way, including the introduction of automatic enrolment, we have the opportunity to really engage with younger people about the need to think about their money and in particular, the benefits of saving in the workplace."                                      

The Magic Money campaign has been developed in collaboration with Aviva's agency Abbott Mead Vickers BBDO and Pretzel Production, and will run over a three week period from today (21 November).