Bringing pensions to life: Scottish Widows’ Pension Mirror launches at Waterloo

Posted: October 10th, 2024

Words: Sheryl Thomson

We’re reflecting on the incredible launch of Pension Mirror at Waterloo Station, marking the start of Scottish Widows’ pivotal Pension Engagement Season.

Building on the success of the multi-award-winning digital Pension Mirror, this physical activation brought the experience to life in a whole new way. Using smart AI and latest ONS pension data, we created an engaging, interactive experience for commuters—encouraging them to think more proactively about their pensions and future selves.

Over the course of 13 hours, the Pension Mirror generated impressive engagement, with people interacting with it every 1 minute and 50 seconds. The stand became the focal point of a full Waterloo Station takeover, surrounded by eye-catching OOH displays and full-motion screen, all driving home the message: ‘Take a small step towards a bigger pension’.

This activation was a true collaboration. Union Direct’s creative vision and account management, Union Connect’s seamless experiential project management, and Union Digital’s brilliant technical ability, all worked together to bring the Pension Mirror to life. Thank you to our agency partners at Zenith UK and adam&eveDDB for amplifying the experience with an impactful Waterloo Station domination, and of course, a massive shout out to the Scottish Widows team for bringing the energy, positivity and their serious passion for pensions to Waterloo.

Dates are booking up for the next events and we can’t wait to take Pension Mirror on the road.

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