Saga were the first to have launched 3 Year Fixed Price Insurance. This is an industry-transforming concept, railing against an industry that consistently penalises loyalty with rising premiums, year on year. Why 3 year fixed? Because ‘time shouldn't change a thing,’ either in terms of our customers’ lives or the product that they need to support them in that.
We never see the Saga customer. Instead we build a picture of these ageless spirited people through nicely observed conversations about them in TV but needed a way to celebrate their passion over time in social to generate brand awareness and drive traffic to their website.
My brief was to create bespoke content that supports and celebrates their unwavering passions by visually transitioning them through childhood to adulthood.
Each vignette followed the same simple structure, opening on a child on what appears to be super 8mm film, actioning their passion, before transitioning to their adult self matching the same passion through time.
There were 5 video links ads created in total, each specifically targeted for each passion point to ensure relevance.
Example Facebook video link ads
I also created harder working content to convert our audience to the site to learn more about either home or car insurance. We took the look and feel from print and created social variations to maximise each format - YouTube bumpers and Facebook Carousels.
YouTube Bumper example