PIN Creative

NEST

Building for your future

NEST (National Employment Savings Trust) is the workplace pension set up by government.

Having undertaken a period of consultation and internal exploration they asked PIN to define a customer facing proposition that clearly communicates the emotional benefits of choosing NEST as a pension scheme supported with rational reasons to believe.

The output of the strategy work was developed by the design agency Earnest, prior to customer focus group testing and campaign launch.

Activities

Insight

  • Analysis of research
  • Workshops with internal teams
  • Interviews with stakeholders
  • Conclusions presentation for management team

Story

  • Refinement of work based on focus group testing
  • Summary document of recommendations as part of a creative brief for chosen marketing agency
  • Positioning statements for creative development
  • Supporting factors and evidence
  • Strapline for testing

We worked with

National campaign delivery

www.earnest-agency.com

ABRSM

“PIN’s approach was very structured and it denoted the experience Nigel has on this kind of work. He is a good listener and so was very able to take all the insights that he captured in the initial stages of the project, turn them into a set of propositional messages to be tested, and later on refine them. Nigel was very reliable even under pressure and tight deadlines. All the team at NEST enjoyed working with him.”

Catarina Partidárioy
Marketing Manager
NEST - National Employment Savings Trust, August 2015

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