- Winner of ‘Best TV’ at the Mature Marketing Awards
- Named ‘Best Financial Services Advert’ at Masters of Marketing Awards
- Shortlisted for Best Financial Services at DMAs
Over 50s specialist insurer SunLife is celebrating after its Welcome to Life After 50 advert won ‘Best TV’ at the Mature Marketing Awards and Best Financial Services ad at the Masters of Marketing Awards.
The multi-million pound advert – created by London agency Mother – also won bronze at the prestigious APG Strategy Awards last week and has been shortlisted for the DMA for Best Financial Services.
Welcome to Life After 50 is SunLife’s first above-the-line ad and is part of a wider campaign to better understand and engage with the over 50s market, as SunLife CEO Dean Lamble explains.
“We interviewed 50,000 people over 50 for our ‘Big 50’ and found that many feel the portrayal of their age group in the media is a very outdated stereotype that doesn’t represent them.
“So we wanted to create something that over 50s could really engage with, which is how 'Welcome to Life After 50' was born. It is a positive brand campaign which celebrates life after 50, but it also addresses the more serious issue that people in this age group are being underserved across the board.”
Lamble says the advert has been part of a wider integrated campaign where SunLife has used the unique insight they have gained into the over 50s sector to create engaging content that people over 50 can relate to.
'Our Welcome to Life After 50' campaign has gained huge traction in the mainstream press, with articles on Sunlife’s Big 50 research appearing in The Sun, Mirror, Mail and Telegraph, while videos we have made about inspiring people in their 50s, 60s, 70s and 80s have been viewed over 5 million times on social media.
Lamble concludes: “There is a real opportunity here for a brand that understands what people over 50 value and which represents them well, and that is what SunLife is trying to do. Our recent wins at the Mature Marketing Awards and the Masters of Marketing awards, and being shortlisted for the APG Strategy Awards is recognition that we are on the right track.”
Kevin Lavery, Vice Chairman of the Mature Marketing Association and Awards Chairman added: “In a youth-centric advertising and marketing world, too much activity targeted at older consumers misses the mark. We’re delighted to be able to celebrate some great work that we hope will inspire others.”
About the campaign #lifeafter50
We want to celebrate life after 50 and recognise that for many people, those can be the best years of your life. We want to share what we discovered in our interviews around the UK with people over 50 – that they’re busier than ever taking up new hobbies, starting new businesses, trying new experiences and living life to the full. We want to redress the balance where people over 50 rarely feature on TV (look at a car ad – people over 50 buy 65% of all new cars yet the ads only ever feature millennials).
And as a business, we want to give people over 50 the benefits and savings they value, unlike some over 50s brands that can actually charge their customers more than if that customer went to a non-over 50s specialist. All of that belief and energy is brought together in the campaign’s tag line: Welcome to life after 50.
The campaign launched in early March and the TV ad features a series of people in their 50s and 60s, each singing four lines of verse that states their age and talks a little about their great life – it features a sextagenarian karate black-belt, 50-something astronaut and a whole motorcycle display team of people in their 50s and 60s, all smashing the outdated stereotypes of what life after 50 is.