Looking ahead has never looked so good

Client: Scottish Widows

Last year, we harnessed the latest AI age-guessing tech to create an interactive online Pension Mirror that scans your face, guesses your age, shows the average pension savings for people your age and invites you to see how you compare. But as a nation of apathetic non-savers, we still had a job to do to target busy people and engage with them in a direct and memorable way. How could we bring our innovative tech-powered experience into the real world?

We created a show-stopping, six-foot-high, touchscreen version of the online mirror and installed it in one of London’s busiest transit hubs: Waterloo Station.

Dialling up theatricality and playing into deep-rooted vanity drivers, users waited for their turn to see themselves reflected in the glossy mirror, see how old Pension Mirror thought they were and – as a final surprise – opt to have a keepsake photo printed, showing their in-the-moment reaction to their guessed age and pointing them to see how their pension pot compared.

The experience became a must-try attraction, drawing in a diverse range of participants, with a new interaction every 1 minute and 50 seconds. We captured 44,183 app registrations over the total PES campaign period and generated 16,533 online Pension Mirror interactions in the week after the event.

Our real-life smart mirror was at the heart of a fun and engaging experience. By blending cutting-edge tech with human interaction, we made a memorable moment for users and commuters, and got more people talking about their savings.