Age Co Returns to Television with New Feel-Good Campaign

Age Co, the commercial arm of Age UK, is thrilled to announce the launch of its first television campaign in over five years. The 30” spot, titled ‘Feel Good Phone Call,’ is part of a larger, multi-channel campaign designed to promote Age Co’s range of insurance products. The campaign marks Age Co's return to our screens after a hiatus caused by the covid-19 pandemic and other factors. 

Carolyn Hector, Age Co’s director of marketing, brand and product development, expressed excitement about the brand's return to television. “After several years being off air, it’s great to have DRTV in the marketing mix once again and to see Age Co back on TV screens. Building our insurance book is key to our growth strategy, and this investment in TV represents the next stage in our journey to increase our contribution to the charity.”

The uplifting spot, created by Campfire and produced by The Gate Films, a Tag company, features the story of Barry, who feels so good after switching his insurance to Age Co that he can't help but dance. The primary focus of the ad is on home insurance, while shorter versions for social media will highlight car and travel insurance. The campaign not only showcases the quality and value of Age Co’s insurance products but also emphasises the support these products provide to Age UK, which has benefited from over £12 million in profits from Age Co over the last five years.

Sally Palmer, senior marketing manager at Age Co, highlights the challenges of creating a campaign that would stand out in a crowded insurance market. “The insurance market is noisy and highly competitive, which presents a challenge to a smaller brand like Age Co. It was important to develop a direct response campaign that would drive enquiries and interest in the cover we offer. Our agency, Campfire, came up with the solution: ‘Feel good phone call’ tells the story of Barry, who has just switched his insurance with Age Co and feels so good, he has to dance.”

The set design, which plays a significant role in the ad's vibrant and joyous imagery, was made possible thanks to the support of Dunelm, Age UK’s newest corporate partner. 

Danielle Stooke, senior marketing manager, brand & partners at Age Co, explained, “Being part of a charity means that every penny counts, and we need to keep production costs as low as possible. Dunelm kindly donated the furniture and furnishings we needed to dress the set. After the shoot, all the items were donated to a local Age UK, where they’re already making a difference.”

The campaign follows a period of significant change and growth for Age Co, including the successful migration of home and car insurance policies from Ageas to Liverpool Victoria (LV=) over the last 18 months and the launch of over-50s travel insurance with AllClear earlier this year. With these developments now complete, the new TV campaign is perfectly timed to support business growth and generate additional income for Age UK.