We launched our first TV advert in March 2017 and to build on its success we’re excited to have launched our new campaign in January 2018, which includes TV and press adverts.
We tested a number of different ideas with our target audience and one resonated as being memorable, engaging and (crucially) didn’t conform to the stereotype of older age which is often portrayed in advertising.
It shows an entertaining story designed to capture attention in a market which has, in TV advertising to date, sometimes showed customers as a stereotype of the ‘stay at home’ type.
The TV advert tells the story of Pete and his wife. Pete’s a singer who’s lived a ‘life less ordinary’ and wants to carry on doing one of the things he loves, playing in a band with his mates. A lifetime mortgage has helped to provide Pete and his wife with the financial security to improve their quality of life in retirement by making the most of the equity that’s built up in their home.
The campaign launches in January 2018, and the TV advert can be seen on a range of channels including ITV3, Channel 4, Dave and Really. The press adverts will be in a selection of publications including Daily Mail, Daily Telegraph and Radio Times.
Tom: So, it turns out I’m still here…
Something of a surprise to my band mates.
I certainly lived the life, but I’ve got more living to do.
So I got chatting to an old pal after a gig one night. He said I could be sitting on a few bob and should get some proper advice from a financial adviser.
I thought he was talking about my back catalogue...
But it turns out he was on about my ‘ouse I bought back in the day.
He said me and my other half might be able to release enough equity with a Lifetime Mortgage from Legal & General to see us through to our harp playing days.
On screen text: A lifetime mortgage is a loan secured against your home, with no need to make monthly payments.’
On screen text: ‘The loan is repaid, along with compound interest, when the last remaining borrower dies or moves into long-term care.
Voice over: If you’re over 55 and a home-owner, visit legalandgeneral.com/lifetime or call and ask about releasing equity from your home with a Lifetime Mortgage.
You could be sitting on the savings you never knew you had.
On screen text: ‘You should consider other options to borrow money which may be more cost effective.’
Visit legalandgeneral.com/lifetime or call free on [0808 231 2000].
Calls may be monitored and recorded.
It's estimated that up to a million interest only mortgage plans have no repayment plans in place. Find out how we are tackling this issue.
We asked 344 Financial Advisers to see what they thought about lifetime mortgages and the role in the retirement income gap.
This website is designed to give professional financial advisers information and tools that they can use to help control and develop their business and should not be relied upon by private investors or any other persons.