SunLife has launched a campaign highlighting how life insurance for over-fifties gives customers a sense of newfound confidence to promote its new brand platform, ‘Everday Confidence.’
The brand platform seeks to challenge industry conventions, which have typically centred on products, and reposition the brand as a disruptive force in the financial services sector.
As a result, the campaign, created by TBWA/London, seeks to revolutionise over-fifties life insurance advertising with a fresh and unconventional approach.
The campaign focuses on the confidence that comes with being enrolled in a SunLife Over-50s life insurance plan. Each of the three adverts highlights customers embracing their newfound confidence, thanks to their SunLife insurance coverage.
For example, one couple shares their commitment to naturism with their surprised children, a mother takes up jiu-jitsu, and a father takes his wood-carving hobby to the extreme.
Each story underscores how their bold choices are made possible by the financial security provided by their SunLife plan.
“A little confidence goes a long way,” said Mark Wynn, head of marketing at SunLife.
“Super proud of the SunLife marketing team and our creative partner TBWA\London delivering our new brand platform ‘Everyday Confidence’ through new content, a community and new products. To start this journey, we have launched three new TV ads today to disrupt the category,” he added.