Age Co gets creative with feel-good insurance campaign

Age Co, the financial services brand owned by a major charity for older people, has launched a new tv campaign to encourage its target audience to get a better deal on their insurance.

The ‘Feel Good Phone Call’ campaign tells the story of Barry who has just switched his insurance with Age Co and feels so good he must dance.

The TV ad will run from the 27 August predominantly on daytime TV and will be part of a larger campaign, including radio and press advertising to promote the brand’s range of insurance products.

“The insurance market is noisy and highly competitive, which presents a challenge to a smaller brand like Age Co. We needed a creative idea that would cut through, resonate with our audience and clearly demonstrate what Age Co has to offer,” said Sally Palmer, Age Co’s senior marketing manager.

The primary advert focuses on home insurance while social cut-downs enable the company to promote car and travel insurance too, according to Palmer.

“The ads showcase not only great product features our customers can enjoy, but also the support we provide to Age UK through donating our profits, that helps older people in need,” she said. “It brings to life the uniqueness of Age Co’s proposition; that when you find quality insurance that works for you and supports others too, that’s something you can feel good about.”

The TV ad launched by Age Co is the first time the brand has been on television in more than five years.

The ‘Feel Good Phone Call’ campaign, was created with Campfire Agency and produced by The Gate Films.

Campfire Agency said the “simplicity of the idea meant that it was essential to execute it well”.

“Thanks to the brilliant team at production company The Gate Films, director Graeme Hill, and a talented cast, Barry and his wife Linda were brought to life. Bright colours, catchy music and the joyful dance routine choreographed by Josh Hawkins, all add to the upbeat feel that reflects the Age Co proposition’,” a statement from Campfire Agency said.

Age Co is owned by Age UK and provides products and services to help people make the most of later life. It donates profits to Age UK and help support older people in need. In the last five years, Age Co has donated more than £12m to Age UK.