NatWest Life is to use a melting clock image to show that time is ticking away for people who have not yet made personal pension provision.
The image is being used for a direct-mail postcard campaign to 20,000 NatWest customers and for branch win dow displays and leaflets.
The push, created by marketing agency sth stretch the horizon, promotes the bank's offer of up to three months' additional contributions for customers taking out a NatWest Life pension by April 5.
sth tretch the horizon managing director Mark Sheard says: "The Daliesque melting clock image used throughout the campaign is an effective way of reminding people that they may miss the chance to maximise the contributions they are allowed to make unless they apply within this tax year."
Sheard says the postcard campaign is tightly targeted at the 20,000 NatWest personal customers who have enquired about personal pension plans but have not yet bought one.