Now: Pensions has brought in television presenter and reality TV star Stacey Solomon to front its first television and radio advertisements.
The advert, which will be on air from 1 September 2016, will be targeted at small business owners via Sky AdSmart and programmatic radio including Spotify, CBS, Aol Radio, among other mainstream radio stations. The advert aims to address the complex nature of auto enrolment by directing employers to Now: Pensions for a simpler workplace pension solution.
The provider says Solomon, who first achieved fame coming third on The X Factor, and who went on to win I’m A Celebrity Get Me Out Of Here, was chosen as the face of its campaign due to her widespread appeal, no-nonsense attitude and the fact that she’s a small business owner herself.
The adverts will be supplemented with outdoor and online advertisements.
Now: Pensions communications director Amy Mankelow says: “Stacey Solomon and auto enrolment are two phrases that you wouldn’t necessarily expect to see together. But, when we thought about the campaign and the focus on making complex subjects simple and easy to understand, we could see she’d be a perfect fit.
“Stacey has done a great job at bringing some humour to a somewhat dry topic and we hope that small employers will sit up and take notice.”