Saga believes ‘time shouldn’t change a thing’ in new campaign

Saga insurance has launched its first integrated advertising campaign in eight years to promote its new 3-year fixed price car and home insurance.

The campaign, created by VCCP with media planned by Starcom, celebrates Saga’s customers. The two TV spots feature observed conversations about Saga customers pursuing their long-held passions to demonstrate that ‘Time Shouldn’t Change a Thing’. The fixed price nature of the product, unlike the market norm, crucially, doesn’t change over time either.

The TV campaign launches on Sunday 12th May during ITV’s The Durrells and forms part of a wider integrated campaign across press, online and social media. The print campaign shows beautifully crafted scrapbook style stories, depicting people's passions, and how they haven't changed over time.

The new campaign is the second instalment in Saga’s brand reinvigoration strategy. Earlier this year, the brand launched a new creative approach for its travel division, also led by VCCP.

Stuart Beamish at Group Chief Customer Officer at Saga said: “We’re delighted with the work. We have brand new 3 year fixed price insurance to shout about, and a campaign which truly celebrates Saga customers - it’s very exciting to be taking a fresh approach in the insurance category.”

VCCP Creative Director, Guy Moore added: "We all know a Mum or Dad somewhere who is the life and soul of the party or who lives life to the full - long may it continue!”