You are using an outdated browser. Please upgrade your browser to improve your experience.

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“What’s more, seven in ten say that the portrayal of their age group in the media is an outdated stereotype that they feel does not represent them.”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