I've been on the peripheries of a few campaigns like this. Usually it works roughly like the following:
1. The government puts pressure on firms to try and achieve something - eg, trying to get the industry to push UK investments more, or to encourage people to put more in UK investmentw.
2. The firms don't want to do that, or they're already doing what they can, but want to retain good links with the government, so they come up with the idea of a joint marketing campaign to promote UK investment.
3. Most of the firms realise it will achieve very little, but will keep the govt on-side. 20 firms each agree to put up £800k for an initial year, with the possibility of continuing for another 2 years. A small cost individually for big financial firms.
4. There's then a process to appoint media and creative agencies to come up with a concept, and get paid a few hundred thousand pounds.
5. There is collective realisation there is nowhere to actually point people who see the ads: they can't go to an individual website to open an investment account, as there are 20 firms involved. And if they send them to a central place, there is little they can put there, other than info on how investing works.
6. They also have the problem of getting 20 firms to agree the creative approach.
7. So then it all ends up a bit 'lowest common denominator' - they come up with a bland cartoon mascot, and infantilise the audience as there's always worry that people won't 'get it', and the only reference points for campaigns like this are other bland mascots.
8. There's then a big launch, with the headline number of 'up to'£50m to get press coverage, though usually that assumes it will run for several years and none of the firms will back out.
9. The campaign launch, and criticism of the launch, generally gets more coverage than the campaign itself. The £50m sounds good to the press, as it is big enough to sound impactful, but sounds wasteful to others.
10. At the end they're not sure how to measure its effect, so all of the firms involved are asked to supply numbers on how well the campaign has affected them - they all scrap around to find the most positive numbers they can, as they don't want to look bad, and then centrally they add that to a 'brand recall' campaign which asks if people have heard of 'Savvy Squirrel', and if they've thought about investing more in the last 6 months. Ie: nothing which really indicates that the campaign has helped people to invest more, bit things that will sound broadly positive.
11. Everyone in the industry pretends it's gone well, as they want to appear successful to each other, snd want to keep the govt on-side. The media agencies pretend it's gone well, as if it continues they get paid for another year. But nobody's fully sure if it made a positive difference, or no difference, or if - counterintuitively- it was worse than doing nothing, as it took up time and money that could have been used more wisely.
And then it continues till it fizzles out, or the next government is in place.
Not saying it is the case here, but having seen a few of these I have suspicions!
🚨 NEW: The Government has launched a £50m "Savvy Squirrel" ad campaign to encourage more Brits to invest instead of saving