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 now I’ve got more living to do.
On screen text: A lifetime mortgage is a form of equity release.
Tom: So when an old pal told me my 'ouse could help me and my other half enjoy our retirement..
On screen text: It's a loan secured against your home, with no need to make monthly payments.
Tom: We spoke to a financial adviser who told us that a lifetime mortgage a type of equity release could help.
On screen text: Loan and compound interest repaid when the last remaining borrower dies or moves into long-term care.
Tom: It turns out it could give us tax free cash to spend on the things that we love..
whether that's improving our home, helping our family or taking the band on tour!
On screen text: You should consider other options to borrow money which may be more cost effective.
Who'd have thought eh! (Laughs)
Voice over: If you’re over 55 and a home-owner, you could release some of the cash tied up in your home using a Legal & General Lifetime Mortgage.
To find how much you could release, go online and try our easy to use calculator or call us to request your free guide.
You could be sitting on the savings you never knew you had.
On screen text: Visit legalandgeneral.com/lifetime or call free on 0808 301 4343.
Calls may be monitored and recorded.
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