Pension Season 2025 – Engaging clients with our biggest campaign yet
Our research shows a clear trend among clients: life really does get better with age. Retirees continue to share inspiring stories—more confidence, less worry, and a renewed sense of purpose. Time and time again, retirees have told us lovely stories about how their life got better with age, and this message is reflected in our brand campaign.
Our campaign supports you and your clients to work on their three retirement readiness indicators; financial readiness, social readiness, and mindset readiness. While financial readiness is the cornerstone of a good retirement we see time and time again that retirees who were socially ready and had the mindset for this life pivot were happier in their retirement.
Retirement is no longer seen as a time to put your feet up. Retirees we have spoken with are taking up new hobbies, pursuing life passions, returning to education and above all celebrating their newfound freedom.
This is the idea behind our Better with age campaign, and we’re going bigger and bolder this year with a strong media mix. You’ll hear our radio promotions and ads on the Anton Savage show on Newstalk, along with other primetime radio shows. We’ll be in the national newspapers and are working to earn coverage across local papers too. Our digital campaign is focused onpeople aged 55+, so if you stream content from Virgin Media, and are of the right age, you just might see our video-on-demand ad too.