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SunLife launches first ever above-the-line brand campaign

Posted on 11 March 2017

Life after 50 can be the best time of your life

On March 11, SunLife launches Welcome to Life After 50, it’s first ever above-the-line campaign to cement its position as a dedicated over 50s specialist insurer.

The multi-million pound campaign, which will run across TV and online, follows an extensive period of research by SunLife to build an industry-leading knowledge bank on the over 50s market.

As well as talking to people in their 50s, 60s and 70s about their lives, SunLife has also undertaken ‘The Big 50’ research, where 50,000 people aged 50 and over were interviewed about their lifestyles, finances and attitudes – the largest piece of research of its kind ever in the UK.

SunLife’s CEO Dean Lamble says the campaign and Big 50 research are all part of SunLife’s plans to become the first choice for people over 50.

“The growing over 50s sector is worth £320bn a year to the UK economy – yet they’re often neglected, with very few providers that offer truly competitive cover. There’s a huge opportunity for a brand that understands what people over 50 value and which represents them well.

“Our research shows that what they want more than anything from financial services are straightforward propositions so they can trust themselves to make the right choices – rather than needing to trust a company to tell them what to buy.”

He also says that as the population as a whole gets older, over 50s consumers will become even more significant.

“Over 50s make up a third of the UK population, but hold almost 80% of the wealth and consumer spending amongst over 50s has risen at 4.4% a year over the last decade, compared to just 1.2% for the under 50s. Yet three quarters of people over 50 say they never feature in mainstream advertising,” Dean Lamble adds.

“What’s more, seven in ten say that the portrayal of their age group in the media is an outdated stereotype that they feel does not represent them.”

Welcome to Life After 50 is SunLife’s first ever above-the line-brand campaign and aims to show that life after 50 can be the best time of your life.

The new TV and radio ads, created by leading ad agency Mother, dramatize the busy, fun, exciting side of life after 50 – and is a bold departure from what you might expect from an insurance company, featuring a series of humorous, stereotype-smashing characters, including a snack-eating astronaut, karate black-belt and a 62-year-old-woman with head-turning good looks.

“It is a fun, tongue in cheek brand campaign but it is addressing a serious issue,” says Dean Lamble, “that people over 50 are being underserved across the board and it is time that changed. After all, it’s odd to think that people still discriminate against a group we all hope to one day join.”

Launching on 11 March 2017 during the ad break for Ant & Dec’s Saturday Night Takeaway, “Welcome to Life After 50” will run across terrestrial commercial channels in March, plus later in the year. It is part of SunLife’s £23m annual media spend and the campaign is integrated across TV, radio, press, digital and social media.

Here's the information that you need to know about who we are and the other companies that we work with in order to provide our products and services.

Who are SunLife? 

Phoenix Life Limited trades as SunLife and is the provider of the Guaranteed Over 50 Plan, SunLife Insurance and the life insurance policy payment option for Funeral Plans. Phoenix Life Limited’s registered office is at 1 Wythall Green Way, Wythall, Birmingham, B47 6WG (registered in England, no. 1016269). Phoenix Life Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority and is entered on the Financial Services Register (registration no. 110418). As part of SunLife’s commitment to quality service and security, telephone calls may be recorded.

SunLife Limited distributes financial products and services and is a company limited by shares, registered office: 1 Wythall Green Way, Wythall, Birmingham, B47 6WG (registered in England, no. 05460862). SunLife Limited is authorised and regulated by the Financial Conduct Authority and is entered on the Financial Services Register (registration no. 769427).

You can contact us by post at SunLife, PO Box 1395, Peterborough, PE2 2TR or by phone on 0800 008 6060.

If you choose to add Funeral Benefit Option to your Guaranteed Over 50 Plan the funeral services are arranged and provided by Dignity Funerals Limited. Dignity Funerals Limited is a company registered in England and Wales No. 00041598. VAT registered No. 486 6081 14. 4 King Edwards Court, King Edwards Square, Sutton Coldfield, West Midlands, B73 6AP. Telephone No. 0121 354 1557. Fax No. 0121 355 808. Part of Dignity plc. A British Company. Dignity are not regulated by the Financial Conduct Authority or the Prudential Regulation Authority but are registered providers with the Funeral Planning Authority.

Who provides the Funeral Plans?

The funeral services are arranged by a funeral director selected by Golden Charter Ltd. Golden Charter Ltd are not required to be authorised or regulated by the Financial Conduct Authority or the Prudential Regulation Authority in relation to funeral plans but are registered providers with the Funeral Planning Authority.

If you choose to pay for your funeral in one go, with a single payment, you will have a contract with Golden Charter. The funeral services will be arranged by a funeral director selected by Golden Charter Ltd.

If you choose to pay for your funeral with a life insurance policy, the policy will be provided by Phoenix Life Limited, trading as SunLife. The funeral services will be arranged by a funeral director selected by Golden Charter Ltd.

Who provides My Smarter (ISA)?

My Smarter (ISA) is provided by Scottish Friendly Asset Managers Limited. Authorised and regulated by the Financial Conduct Authority. Details can be found on the Financial Services register, registration No. 188832. Member of The Investment Association. Registered Office: Scottish Friendly House, 16 Blythswood Square, Glasgow G2 4HJ.

Who provides the Will writing services?

Hugh James is authorised and regulated by the Solicitors Regulation Authority (SRA Number:303202).

The information contained on this website is based on Hugh James' understanding of the law of intestacy in England and Wales only as at April 2014. The law in Scotland and Northern Ireland is significantly different. This is for information purposes and is not intended to be legal advice.

Who provides Family Life Insurance?

SunLife Family Life Insurance is provided by Scottish Friendly Assurance Society Limited which is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Details can be found on the Financial Services register (registration number 110002). Registered Office: Scottish Friendly House, 16 Blythswood Square, Glasgow G2 4HJ. 

Who provides SunLife Pet Insurance

SunLife Pet Insurance is arranged and administered by BDML Connect Limited. BDML Connect Limited is authorised and regulated by the Financial Conduct Authority (No. 309140). Registered in England and Wales Number 02785540. Registered Office: 45 Westerham Road, Bessels Green, Sevenoaks, Kent, TN13 2QB.

Who provides SunLife Home Insurance

SunLife Home Insurance is arranged and administered by BISL Limited and underwritten by a panel of insurers. BISL Limited are an intermediary authorised and regulated by the Financial Conduct Authority. Registered in England no. 03231094. Registered office Pegasus House, Bakewell Road, Orton Southgate, Peterborough PE2 6YS.

Who provides SunLife Car Insurance

SunLife Car Insurance is arranged and administered by BISL Limited and underwritten by a panel of insurers. BISL Limited are an intermediary authorised and regulated by the Financial Conduct Authority. Registered in England no. 03231094. Registered office Pegasus House, Bakewell Road, Orton Southgate, Peterborough PE2 6YS.