SunLife case study
SunLife – Over 50s life insurance, equity release, funeral plans and home insurance for over 50s.
SunLife already had a strong presence in the media, running regular research campaigns together with extensive marketing operations in the press and through broadcast channels. The challenge was to ensure that this presence continued and that the research remained relevant to the changing financial landscape of its target over 50s audience.
Seven strategic campaigns proposed and implemented with relevant research conducted to highlight areas of interest for the target demographic.
Research data used to craft relevant press releases and articles following the initial ‘halo’ release.
Press coverage achieved in all the major national press, reaching to regional titles and trade press on a monthly basis.
National journalists regularly requested expert comment from SunLife on breaking over 50s stories.
bClear continued to improve SunLife’s presence through additional reactionary comments in the national press.
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