Building a Bigger Nest for Hardworking Britain
We worked with Nest to develop a distinct brand platform to build brand awareness and trust with their near 14 million members. Nest had previously remained under the radar with minimal brand communications, and were at risk of their members consolidating pensions elsewhere, as they become more pension conscious and look to simplify their lives.
Our team created a long-term brand strategy with focus on hardworking Millennials, averaging 38 years old, balancing family, careers, rising living costs, and busy schedules. Our platform ‘Together we’ll build you a bigger pension’ puts Nest members at the centre of the story, showing how collectively we can help build their pension pot to help save for a brighter financial future.
In collaboration with Nest and Aardman Studios, known for Wallace & Gromit, the idea was brought to life through the creation of bird characters representing Nest members in humorous, relatable work scenarios. Narrated by comedian and bird enthusiast Bill Bailey, the films show a parakeet hair stylist, a dove waiter, a bullfinch at a supermarket, and a bluetit working from home. Their Nest pensions, represented as orange eggs, quietly grow in the background.
Distinct brand assets have been developed and activated across the campaign and own channels, including bird characters, nest scenes, and eggs that will build meaning for Nest over time. Currently launched on YouTube, the campaign will extend to further channels in the near future.