Results
- An innovative campaign stimulating five pieces of TV coverage, 15 radio, five national press, eight consumer and over 30 pieces in the regional press.
- The 2008 International Public Relations Association Gold World Award for ‘Best launch of a new service’.
Challenge
In May 2007, UK charity Help the Aged launched its new financial services arm under the brand name intune, providing tailored financial services, including travel, home and motor insurance for the 50+ age group.
Our brief was to create high media impact around the product launch. As well as the big, quick hit, we also needed to make sure Intune continued to touch its core consumers – the over 50s – in the months to follow, combating negative stereotypes of the over 50 age groups.
Solution
Our insight was that age shouldn’t be a barrier to getting the financial products that people needed to enjoy life to the full. Stereotypes were there to be broken. We brought together our consumer and corporate Fleishman-Hillard teams to develop a strategy centred around a ‘50 is the new 30 report’, based on extensive market research into lifestyle changes for the over 50s.
The report was issued at the time of brand launch and provided updates every six months on changes in attitudes towards spending. It also delved deeper into the lives of over-50s to provide a steady stream of stories in the months following the launch. This provided the coverage needed for the launch while keeping intune in the minds of its audiences.
