SUNLIFE
Integrated campaign targeting over 50s across TV and digital media
SunLife is the market leader in over-50s insurance. The brand is in the middle of a deliberate shift – moving away from its messaging about life insurance for the elderly and repositioning as a lifestyle brand for people in their prime.
The Problem
SunLife’s product converts well with people who know it exists. The challenge is the people who don’t – and who wouldn’t think to go looking. This campaign needed to build awareness and explain product benefits simultaneously.
The Approach
In a category dominated by sales-activation advertising, SunLife needed to feel different. Building on their ‘Everyday Confidence’ brand platform which had kickstarted their category disruption, SunLife introduced Martin Kemp as its new brand ambassador in an office-style mockumentary. His personality, wit and confidence paired well with the brand messages of value, affordability and simplicity.
The creative approach made room for humour and honesty both, giving the campaign a tone that felt nothing like the rest of the category.
Deliverables spanned a hero TVC for broad awareness, a digital-first mockumentary skit designed for sharing, stills and short-form videos deployed across paid social, digital and TV.
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