XPS Pensions Group Up for 5 Awards this Year for their Personalised Video Pensions Campaign

National Pension Trust, powered by XPS Pensions Group, has recently been named as a finalist for the Campaign Innovation award at the Investment Marketing & Innovation Awards 2023 for their Personalised Annual Review Pension video. This announcement means that the company is currently up for a whopping five awards for their personalised video campaign, delivered in partnership with VideoSmart. 

The Investment Marketing and Innovation Awards 2023 recognise the individuals, teams, and leaders that have delivered outstanding campaigns amidst the volatile and ever-changing environment of 2022. The Campaign Innovation Award recognises outstanding innovation within a marketing campaign, looking for innovation within a campaign's: ideas, messaging, creative approach, media, and ROI. 

Alongside the Investment Marketing and Innovation Awards, National Pension Trust is up for four awards at the European Pensions Awards 2023 for this campaign: European Pensions Innovation Award, European Pensions Communication Award, European Pensions Innovation Award (Pension Fund), and Marketing Campaign of the Year. 

The Brief 

In September 2022, National Pension Trust, powered by XPS Pensions Group, went live with a campaign in partnership with VideoSmart. This campaign looked to deliver their members’ annual pension benefit statement using VideoSmart’s personalised video solution. 

This video campaign acts as a supplemental communication to the traditional annual benefit statements, using video to ‘enhance’ the existing customer journey, and offer a more accessible and engaging version of this important financial communication. 

The Challenge 

The last twelve months have been some of the most challenging for the UK as we begin to adjust to the ‘new normal’ since the Covid-19 pandemic, face a cost-of-living crisis, a possible recession, and battle rising rates of pension poverty. 

These world events and financial challenges, alongside the new Consumer Duty all mean that it is more important than ever to deliver market-leading levels of Performance, Innovation and Support to pension members, in order to help them improve and protect their financial futures. 

As an organisation, the National Pension Trust’s purpose is to ensure better long-term outcomes for pension schemes to protect members and benefit society. They think ‘member first,' and providing good outcomes for their members was the driving force behind the creation of this personalised video campaign. 

Overall, the National Pension Trust looked to: 

Drive innovation 

By helping members with the Cost-of-Living Crisis, through the use of personalised video to provide a more engaging and technologically innovative experience for their annual benefit statement communication. 

Improve member experience 

By tailoring communication for vulnerable members by using personalised video, including signposting important financial data points, high levels of personalisation, engaging animation-style video, and subtitles. 

And deliver a market-leading performance through their strategy, growth, and added value to members' funds.

The Campaign 

The Personalised NPT Annual Benefit Video Statements campaign aimed to: 

1. Increase member engagement with their annual benefit statement. 
2. Provide a clear and memorable summary of members’ pension savings and their projections for the future. 
3. Drive members to manage their Pension Account and download their full PDF statement. 

This personalised video campaign comprises up to 17 data points in text and audio.  

The video provides a fantastic view of every member’s unique Pension Account, whilst translating the real impact this information has on their future retirement income – in just 90 seconds! 

Personalised video allowed XPS Pensions Group to simplify complex pension concepts and tailor the content to each viewer's specific circumstances. By presenting information in a personalised and engaging manner, viewers were better able to grasp the key details and implications of their pension plan. 

We integrated this personalised video into National Pension Trust’s member portal using an API. This means that members’: 

• Access their video via a familiar and secure platform (their portal). 
• Are in the most opportune place to amend and learn more about their Pension Account or get in touch. 

The Outcome 

Although this campaign first and foremost delivers on the National Pension Trust’s objective to create communications that are ‘member first', accessible, innovative and provide a high level of support; it also supports their overarching mission statement: to ensure better long-term outcomes for the members of their pension schemes and protect and improve upon their financial futures. 

This campaign drove the following results: 

• 85% of videos played 
• A 91% video retention rate, where viewers stayed up to 57 seconds in, when they had received all their benefit statement data. 
• We received a +188% uplift of members logging in to see their video statements. 

A Note from Our Stakeholders 

“As a tech-centric company, we are amazed by the level of tech-led innovation NPT and the XPS Pensions Group have driven in the pensions space. We love to see that personalised videos are becoming a fundamental part of this, and that above all, they are supporting NPT’s endeavour to deliver good outcomes for their members through demystifying and revolutionising the way they engage with their important financial information. 

We can’t wait to support NPT’s rollout of this campaign to more scheme members as the year continues.” – Leilah Aintaoui, VideoSmart Director. 

To Conclude 

At VideoSmart, we are proud to have partnered with the National Pension Trust and XPS Pensions Group to deliver this personalised annual pension benefit video statement campaign. The nominations for these prestigious awards are not just a testament to XPS Pensions Group's and the National Pension Trust’s accomplishments but also a recognition of the transformative potential that personalised video holds in the world of financial services, pensions and beyond. 

We wish huge congratulations to the National Pension Trust and XPS Group team for such a successful award season so far, and the best of luck for securing a win at Investment Week’s Investment Marketing and Innovation Awards 2023.