UK Retail Investing Campaign Puts Savvy the Squirrel on TV

Invest for the Future, an industry-led UK retail investment campaign, has launched a TV spot featuring its character Savvy the Squirrel. Created by M+C Saatchi Group UK, the ad follows the first phase of the multi-year “Take The Next Step. Invest” campaign, which encourages UK savers to consider investing.

The campaign targets savers who do not see themselves as investors and presents investing as a next step after saving. Messaging is tailored to people at different stages, from those first exploring the idea to those close to acting, and addresses concerns about risk, uncertainty about where to start, and the view that investing is “not for people like me.” Savvy, introduced in the campaign’s first phase in April, does not recommend specific products.

The spot combines live-action film with 3D animation and CGI. It places Savvy in everyday scenes, including playing padel, roller skating, and singing karaoke. The production team shot real locations first and then added the character through CGI.

The first phase delivered 124 million paid media impressions and more than 216,000 clicks using 18% of the year’s planned media spend. The share of people agreeing that “investing is for people like me” rose from 59% to 65%, and the share of savers with some savings invested rose from 36% to 42%.

Full story: Take The Next Step Invest

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