The Income Protection Taskforce has launched a new consumer facing brand aimed at helping young consumers aged between 18 and 35 better manage their money, raise awareness of IP and ultimately protect more incomes.
IPTF members including providers and advisers, have worked together with external support from Moreish Marketing, to develop Ziggy’s Money Moves – a brand that seeks to connect with young consumers through ‘relatable, real, light-hearted’ financial content.
The new character-led brand sees Ziggy, personal finance whizz, help his flatmates – Anna, Jo and Zayne, navigate the world of money. The quartet embody the ‘squiggler generation’ – those who don’t follow conventional paths – they’re taking career breaks, they’re following passions and not following in the footsteps of their parents.
The brand is supported by its own Instagram account (@ziggysmoneymoves).
Commenting on the launch, Katie Crook-Davies, IPTF co-chair, said: “It’s with great pride that we launch the Ziggy brand today and it’s been fantastic to see the industry come together to deliver this initiative.
Engaging young consumers in IP is something we want and need to do, but it’s no easy task when fewer young people today are going through the traditional protection advice trigger points.
“Couple this with a general sense of invincibility and it’s easy to see why the traditional protection and IP messages around sickness may not be resonating with young people as well as they could be.
“Aligned with our IPTF value of being bold, Ziggy’s Money Moves is a brand that is really doing things differently and I’m personally excited to see how young consumers respond to Ziggy and his flatmates in the coming months.”
Simon Martin, managing director at Moreish Marketing, the creative agency behind the brand added: “We always knew that generating mass awareness and education among 18–35-year-olds on the topic of IP was going to be a big challenge, but the big opportunity here was the ability to create intellectual property that’s more relatable and authentic to this audience than any traditional financial services brand could be.
“By creating a character-based brand we show we ‘get them’ with ironic and relatable memes, that give us the airtime to engage the audience in relevant financial topics in a way that they’d find less boring, all with the end goal of making young consumers aware of a way they can fill in future income gaps as they zig and zag their way to greatness.”
