The 60 second home insurance TV advert is an extension of the ‘Better with Age' brand response advertising campaign, which was launched in September, and features the real life of an over 50s consumer. Running until 31 December initially, the TV advert will be aired on ITV (Yorkshire, Granada, Tyne Tees, Border and West Country) and on eight satellite and cable channels. In addition, a complementary 30 second radio advert is running on Jazz FM.
Working in partnership with Watson Phillips Norman, the TV advert highlights how RIAS disregards stereotypes and recognises that today's over 50s are active, individual, busy and experienced. Featuring a volunteer lifeboatman from Portishead, the campaign centres on over 50s wanting to deal with an insurance provider who listens to their needs, doesn't make assumptions and gives them choices about their cover.
Both adverts emphasise the savings people over 50 can enjoy on their home insurance with RIAS, for example taking advantage of the up to 35% No Claims Discount on contents cover, being an active member of a Neighbourhood Watch scheme, or for simply purchasing buildings and contents insurance cover together.
Sarah Howe, marketing director at RIAS commented: "Following on from the success of our recent brand response TV advert, our new multi-media campaign has been developed to continue to build our new brand and differentiate us in the market. By really understanding over 50s consumers we have produced an engaging series of adverts to support our ambition of becoming the first choice financial services retailer for the over 50s."
