Best. Time. Ever
SaGA
For around 70 years Saga has provided finance, insurance, holidays and magazine content to millions of customers within the over 50s audience segment.
However, the organisation’s view of what it means to be an over 50 has not kept pace with modern society. And as such, the company has struggled to maintain its relevance in a world that’s gone increasingly digital, and become increasingly aware of the commercial opportunities this affluent cohort of consumers represents.
To demonstrate how Saga should be engaging with this audience, we created a content and social media strategy that reframed what over 50’s life is like; appropriating the usual behaviours of ‘younger’ social media influencers to show that it is not the grey and depressing cliches people tend to think of, but one of the most social, colourful, vibrant and liberating times of your life.
The fear of ageing in contemporary culture causes such severe mental stress, that it shortens each persons’ life expectancy by around 7.5 years on average (Royal Society for Public Health. 2018). However, year-on-year, surveys across multiple countries across the world show that people over 50 are the happiest, most adventurous, and most fulfilled people on the planet….second only to those aged 21 and under. (Blanchflower and Oswald, 2017)
If only people knew that being over 50 is actually something to look forward to.
That it really is the best time ever.
CREATIVE | CONTENT | SOCIAL | DIGITAL
Agency: Cherry London | Work: Live Project
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