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Digital pensions challenger Penfold has unveiled a new media campaign across TV, video on demand (VOD) and out-of-home (OOH).

The brand’s first ever TV advertising spot will debut during an episode of the rebooted Changing Rooms on August 25, with further activity scheduled across channels sold by Channel 4 and Sky. The flighting of the TV campaign will be geared toward building brand awareness over a three-month timeframe; supplementary airtime on VOD will drive incremental reach.

From September, Penfold will also introduce OOH into the campaign strategy to build on the momentum generated by TV and maximize mental availability.

The bold message at the heart of the campaign – a reflection of the disruptive energy at the heart of Penfold’s ethos and product offering – was developed and honed by Designate, with Guerillascope managing the media planning and buying of the multichannel strategy.

Penfold is a simple, flexible and easy-to-use pension service aimed at anyone looking to start a pension from scratch or consolidate old pots. Its product empowers its users to stop worrying about the future and get back to enjoying the here and now. Encouraged by impressive growth since launching in 2019, the company now wants to widen its reach and engage new customers through the power of mass media.

The product offering is a compelling one, with features including quick set-up, flexible monthly contributions, cutting-edge security and low-cost investment plans. Its focus on disrupting the complex and old-fashioned practices of the industry means Penfold is the ideal pension provider for modern workers.

Commenting on the campaign, Georgie Burks, head of brand marketing at Penfold, said: “The launch of our first mass media campaign is a really exciting milestone for the company. Having generated considerable momentum over the past two years, we’ve worked closely with Guerillascope and Designate to develop a strategy that we believe will successfully position Penfold to a wider audience and get more people saving for their future.”

Alexa Buckler, associate director at Guerillascope, added: “Working with a bold, disruptive brand such as Penfold fits perfectly with our own strengths and ethos. It’s an exciting partnership built on shared values and collective ambition – one we look forward to developing further over the coming months.”