Financial Wellbeing
The flagship campaign that launched Aegon's focus on financial wellbeing, and a playbook we kept improving using what readers actually did.
My role
Creative lead · Head of Creative Studio
Worked with
Dr Thomas Mathar, Aegon's Centre for Behavioural Research
Delivered
Playbook, web pages, advertising & social
Credits
Creative direction: Sam Dexter
Artwork: Martin Bodger
Project management: Rachel Anderson
The challenge
Aegon was changing how it spoke to people. Its new brand direction was about helping people live their best lives, which meant talking about people's wellbeing as well as their money. At the time, "financial wellbeing" was still a new idea for most people.
The Financial Wellbeing Index was the campaign that launched that shift. It was built on new behavioural research led by Dr Thomas Mathar, which looked at mindset as well as money, and it needed to make that research feel clear, useful and personal.
What we did
I led the creative for the launch, working closely with Thomas and the brand team to turn his research into something people would want to read. At its centre was a 30 to 40 page playbook linked to the website, and a wider set of campaign pieces grew out of it.
I directed the work through the studio and worked with artworker Martin Bodger to produce the launch deliverables.
For six months after launch, we tracked how people moved through the playbook: where they dropped off, and which content held their attention. We reworked the pages that were losing readers and turned the most engaging content into social posts.
