Saga is launching a brand new model marketing campaign targeted on altering the way in which individuals take into consideration age and exhibiting the extra optimistic facet of getting older.
The marketing campaign is a part of a wider knowledge, digital and model technique, which champions what Saga is looking “Technology Expertise” – the discerning, sharp and savvy over-50s.
The built-in marketing campaign, primarily based on deep buyer perception, sees the launch of latest TV promoting and can lean into digital channels.
The built-in marketing campaign was devised by VCCP London, in partnership with VCCP Media, VCCP CX and Somebody.
The over 50s are the quickest rising demographic within the UK, and one which holds probably the most spending energy comparatively.
Some 27.9 million individuals can be over the age of 50 by 2030 within the UK, and 63 pence of each £1 can be spent by individuals over 65 in 2040.
However regardless of the importance of this group – and rising consciousness of the necessity for better cultural illustration of gender, race and incapacity – age is commonly ignored of the dialog and both invisible or marginalised in cultural content material.
Solely 29 per cent of TV adverts characteristic characters over the age of 50, with simply 12 per cent in lead roles.
Euan Sutherland, chief government of Saga Group, stated: “Individuals are dwelling longer than ever earlier than; they’re working longer; they’re serving to their households; they’re contributing to society.
“We all know our prospects don’t really feel outdated – they really feel as if they’re skilled.
“They’ve lived full lives, have a lot to provide and totally intend to take advantage of each day.”
Saga’s marketing campaign will launch with a 60-second TV advert which is able to reveal the brand new artistic path of the model.
Actor Nicholas Farrell (the Crown, Torchwood) brings a contemporary tackle perceptions of age, changing detrimental connotations with a savvy and sharp-witted monologue – drawing on his personal many years lengthy expertise as a display screen and stage actor to embody the ‘Technology Expertise’ angle.
