Holding up a Mirror to Pension Apathy

Client: Scottish Widows

When we talk about pension engagement, we’re always so focused on the pensions part. But people aren’t interested in that. So we decided to take a different approach by considering what people might find engaging and easy.

Enter Pension Mirror – an AI-powered digital mirror that guesses your age. An online experience launched during Scottish Widow’s Engagement Season events, targeting Scottish Widows pension holders directly. The tool has also been adapted for a consumer audience who don’t have a Scottish Widows pension. Including a real-life Pension Mirror to get the British public checking their pensions in London Waterloo Station.