Getting the penny to drop about saving for children.

Association of Investment Companies

Penny the Pig was the hero of a campaign created for the Association of Investment Companies to raise greater awareness around the benefits of investing for children.

To encourage parents into action, each ‘saving for children’ enquiry was rewarded with a piggy bank (called Penny, naturally) that kids could decorate with a set of stickers to make it uniquely their own.

As well as the stickers, Penny was accompanied by chocolate coins and, crucially, some clear and engaging steps to motivate parents to get saving and investing for their children’s future.

Parents were then encouraged to share their children’s creations via social media, creating a campaign that really got Mums and Dads thinking about their kids’ financial futures.