SunLife: Welcome to Life After 50 – Smashing myths about later life

SunLife, a UK financial services company, made itself relevant for the over-50s' market with a campaign that broke with conventional approaches for marketing to older consumers.

Campaign details

Brand: SunLifeClient: SunLifeAgency: Mother

Summary:

When you think financial services for the over 50s, you'd be forgiven for not getting terribly excited.

You'd definitely be forgiven for not assuming 'Ooo! So I'll be seeing beautiful ladies sunbathing, zero gravity snack consumption and badass kung-fu stunts?'

And if we were to say, "Over 50s research" to you, you would absolutely be forgiven for not imagining yourself laughing so hard you nearly wet yourself, having an outer body experience or clinging on for dear life to the back of a motor bike.

In early 2016,...

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