• Challenge: Launch SunLife’s first-ever above the line integrated campaign “Welcome to life after 50”, smashing myths about life after 50 whilst building a platform for sales by repositioning SunLife as the accessible, down-to-earth, informative and relevant Over 50s financial services brand.
  • Strategy: To show that SunLife understands life after 50 better than anyone else; and portray the over 50s more positively and accurately via an integrated and meticulously orchestrated campaign including activity on TV, radio, online, experiential roadshows and social.
  • Results: The campaign achieved a target breaking cost per acquisition, with extremely high engagement across their website, roadshow and competition entries.

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