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Standard ads aim to be Calvin Klein of pensions

Standard Life is looking to become the Calvin Klein of the finance industry with a sexy advertising campaign targeted at young consumers.

The life office claims it scored such a success with a pilot campaign run at the end of last year that it is now set to expand the campaign.

Standard is reprinting the poster ads which will be sent to IFAs and estate agents.

It is also examining a new campaign which could develop the young and sexy theme further.

One of the posters is of a young girl wearing a T-shirt with a pensions logo and another is of a teenage couple draped over each other.

Advertising manager Pamela Hyder says: "We are not trying to market sexy posters per se but ones that appeal to the under-30s, along the lines of the Calvin Klein ads."

Standard Life is launching a £30m TV ad campaign this summer aimed at ensuring that customers get a strong sense of identity for the Edinburgh-based life office.

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