SunLife case study

The Business

SunLife – Over 50s life insurance, equity release, funeral plans and home insurance for over 50s.

Industry Sector

Financial services

 

Objectives

  • 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.

The results:

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Seven strategic campaigns proposed and implemented with relevant research conducted to highlight areas of interest for the target demographic.

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Research data used to craft relevant press releases and articles following the initial ‘halo’ release.

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Press coverage achieved in all the major national press, reaching to regional titles and trade press on a monthly basis.

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National journalists regularly requested expert comment from SunLife on breaking over 50s stories.

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bClear continued to improve SunLife’s presence through additional reactionary comments in the national press.

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