Age Co has launched a new direct response TV advertisement, marking the brand’s first television appearance in over five years.
The ‘Feel Good Phone Call’ campaign, created by Campfire Agency and produced by The Gate Films, showcases the story of Barry, who feels so good after switching his insurance that he breaks into a dance. This advertisement is part of a larger campaign that includes radio and press advertising aimed at promoting various insurance products.
According to Sally Palmer, senior marketing manager, the insurance market is “noisy and highly competitive.” Therefore, they needed a creative idea that would stand out and resonate with their audience. The primary advertisement focuses on home insurance, with social media cut-downs promoting car and travel insurance as well. These ads not only highlight the attractive product features but also the support provided to Age UK through profit donations, helping older people in need. Palmer emphasised the uniqueness of this proposition, stating, “When you find quality insurance that works for you and supports others too, that’s something you can feel good about.”
Campfire Agency added that the simplicity of the idea necessitated excellent execution. Thanks to the team at The Gate Films and director Graeme Hill, along with a talented cast, characters Barry and Linda were vividly brought to life. Bright colours, catchy music, and a joyful dance routine choreographed by Josh Hawkins enhance the upbeat atmosphere, reflecting this proposition.
The advertisement will air primarily during daytime TV slots from the 27th August. With more than 40 years of experience, the organisation offers various products and services aimed at helping people make the most of later life. The range includes home, car, travel, and motor breakdown insurance, legal services, funeral plans, and independent living aids such as personal alarms, stairlifts and home lifts, bathing solutions, and incontinence protection.
Profits from this venture are donated to Age UK to support older individuals, and in the last five years, over £5m has been donated. This forms the core of the ad campaign’s message, aiming to highlight both the high-quality insurance products and the philanthropic efforts in assisting the older generation.
The ‘Feel Good Phone Call’ campaign aims to cut through the cluttered insurance market by offering not only quality products but also contributing to a charitable cause.