Making insurance feel young again for Age Co
How do you make meaningful connections with very different audiences – under a single overarching brand proposition?
This was the challenge set to us by Age Co, who had asked us to refresh their brand in 2022. They wanted us to create a proposition that could build on the brand’s new positioning and, at the same time, increase the uptake of specific car, travel and home insurance amongst their respective audiences.
Our first step was to understand the idiosyncrasies of each target group, so that we could understand their emotional and rational triggers. We learned about their profiles, motivations and influences at each stage of the funnel, delving into the deeply personal choices that face us all when it comes to our homes, our cars, and how we explore the world.
The result was an insight that went beyond the industry: that aging makes life better. Aging brings wisdom, confidence, experience, honesty and clarity.
As does AgeCo. They, too, have been around for a while, and they're all the better for it: their experience gives them best-in-market solutions for the over-50s, whatever their individual lives need.
Which led to the big idea: Life gets better with Age Co.
When a big idea is both true to life and true to the brand, it cascades naturally to the brand's disparate products:
This framework and the idea that [we should be turning the idea of 'Age' on it's head] allowed us to curate an engaging, young-at-heart collection of images, that would ably support the breadth of messaging for Age Co as a brand, and to support both home and car insurance.
We began the campaign by launching across national newspapers, focusing on raising awareness for Age Co as a brand and highlighting the core brand message. This was followed in major magazines such as Woman and Home, Bella, TV Choice, Red and Country Living.
Running alongside were targeted radio and YouTube ads.
Following the succesfull response to the initial launch – the campaign was expanded to further highlight Age Co's home and specifically motor insurance offering – both with extended runs in national press and publications, but also online and using social media.
What a made up quote this is, but Columns were amazing
Jane Doe
Age Co