Twenty UK Firms Launch Campaign to Get Britons Investing
Twenty of the UK's largest banks, investment platforms, and financial services firms have launched Invest for the Future, a multi-year national campaign created by M+C Saatchi to build a culture of investing in the UK. The effort is backed by the Investment Association, the government, the FCA, and the Money and Pensions Service, and is targeted at 18 to 65-year-olds with £10,000 or more in savings who do not consider themselves investors despite already saving regularly.
The creative centres on the Savvy Squirrel, a deliberate subversion of the familiar anxious-saver squirrel. The new character is calm, self-assured, and focused on the long term, designed to make investing feel like a natural progression from saving rather than a different category entirely. Media is handled by the7stars, with communications support from Lansons.
The campaign runs in two phases. The first, from April through August, uses radio, digital audio, display, and paid social to introduce the character and begin reshaping perceptions. The second phase launches in autumn and adds TV and out-of-home. All activity drives to a microsite with educational resources. On the ground, Savvy Cabs are launching in Manchester first, with Leeds, Bristol, Cardiff, Norwich, and Glasgow to follow, taking the campaign into taxis, high streets, and local businesses. The launch was marked with a Market Open event at the London Stock Exchange.
Full story: LBB Online
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