Sun Life Financial’s has tweaked the messaging for its new campaign, moving from ‘save your money’ to more of a lifestyle focus.
The new campaign promotes carefree retirement to combat customer worry of outliving their savings. It uses lines like “Focus on road trips, not market dips” and images of a grandfather playing guitar with his grandson to promote the idea of an untroubled retirement.
“We found that the level of anxiety [among retirees] was rising due to pension insecurity and market flux,” said Tony Chapman, CEO and partner of Capital C, the agency behind the work. “Questions about ‘Will I outlive my money?’ force you to give up any dreams you may have had about retirement.”
Money for Life from Sun Life Financial – Fall TVC from Capital C on Vimeo.
Using consumer research collected by Fresh Intelligence (Capital C’s affiliated research firm) through an online panel and survey, Sun Life and Capital C created Money for Life – a savings program that guarantees a cheque every month by using a combination of income, investments, and insurance.
The campaign’s media footprint includes digital media like YouTube, TV ads, social media and print..
