Global leader in cloud infrastructure and business mobility, VMware, wanted to help their employees understand the Government’s pension flexibility changes and what those changes mean to them as members of the VMware pension scheme.
This included the introduction of some investment changes with new glide paths that link investments to how someone intends to use their pensions savings at retirement. We developed a multi-channel campaign designed to capture employees’ imaginations. The initial results showed substantial engagement.
“Gallagher SHILLING developed a campaign that was not only imaginative but brought the subject of pensions to life whilst encapsulating the core values and branding of VMware along the way.”Anthea Cassano – Pension and Benefits Consultant EMEA
VMware’s HR & Benefits team wanted to present these changes in a positive way and use the new pension flexibilities and investment options to boost employee engagement in pensions and with that help their employees take more control of their financial futures.
Having considered the culture of the VMware workforce and their passion for technology and innovation we developed a campaign built around space exploration with the strapline “Discover the new world of retirement savings”.
The theme was applied to every communication channel used during the campaign. Posters were displayed in communal areas and save-the-date emails quickly followed. Two weeks before the first seminar a personalised leaflet was issued to all employees that explained the changes in more detail whilst also reminding employees about the key benefits of the scheme. Email reminders were then issued again the week before and an electronic version of the poster was displayed on screens in reception. The campaign culminated in a series of pension seminars with the option to request a one-to-one following the seminars.
The campaign led to a positive shift in perception of retirement saving, with 45% take up of seminars, which directly resulted in 42 one-to-one clinics.
VMware and Gallagher SHILLING were awarded the Best Member Communication Strategy for this pension communications project at the Corporate Adviser Awards 2016.
“We worked with Gallagher SHILLING on a campaign to promote awareness in VMware of the recent pension changes in the UK and wanted to encourage our employees to attend a retirement seminar to be better informed and to consider their retirement choices. We were delighted with the feedback from our employees, particularly on the personalised invitation which resulted in such a high level of attendance at the seminars”.Anthea Cassano – Pension and Benefits Consultant EMEA