Saga ‘Experience Is Everything’






New research from Saga reveals the majority (70%) of over 50s feel that representation of them is unfairly focused on age. According to a poll of 2,100 Saga customers aged 50 and over, two thirds (67%) also say they are more likely to spend with a brand that embraces a positive view about life over 50, focused on experience rather than age.

Saga, the UK's specialist in products and services for people over 50, launches a new brand campaign focused on changing the way people think about age and showing the more positive side of getting older. The integrated campaign was devised by VCCP London, in partnership with VCCP Media, VCCP CX and Someone, and reveals Saga’s new brand strategy and brand identity. The campaign will engage its core audience, people over 50, using insights, and will lean into its digital channels as well as using brand storytelling to get closer to their customers. Saga has coined this audience as the “Generation Experience”, reflecting the fact that they bring a wealth of vibrant life experience into society. 

The over 50s are the fastest growing demographic in the UK, and one that holds the most spending power comparatively. 27.9 million people will be over the age of 50 by 2030 in the UK, and 63p of every £1 will be spent by people over 65 in 2040. But despite the significance of this group – and rising awareness of the need for greater cultural representation of gender, race and disability – age is often left out of the conversation and either invisible or marginalised in cultural content. Only 29% of TV adverts feature characters over the age of 50, with just 12% in lead roles*

Saga aims to reset perceptions of over 50s and celebrate “Generation Experience”. According to Saga data, on average its customers feel 14 years younger than they are and a massive 91% of over-50s want to experience new things and enjoy an active, healthy lifestyle. 

Euan Sutherland, CEO of Saga Group said: People are living longer than ever before; they are working longer; they are helping their families; they are contributing to society. We know our customers do not feel old – they feel as if they are experienced. They have lived full lives, have so much to give and fully intend to make the most of each and every day.

“Our new brand strategy champions what we are calling “Generation Experience” – the discerning, sharp and savvy over-50s who represent over a third of the UK population. It’s time for businesses and organisations of all sizes to have a conversation about age. As a purpose-led business with over 70 years’ experience, it’s one that we think Saga is ideally placed to lead. 

No other brand can start this conversation with the same credibility as Saga. David Boscawen, Group Managing Director at VCCP London

Saga’s campaign will launch with a hero 60” second TV advert which will reveal the new strategic direction of the brand. The creative features Saga brand ambassador , replacing which that replaces  negative connotations of age with positive phrases such as ‘discerning’, ‘savvy’, ‘sharp’, ' revered’, ‘vintage’ and ’classic’. Actor Nicholas Farrell (The Crown, Torchwood) who brings a witty take on perceptions of age, replacing negative connotations with a savvy and sharp-witted monologue- – drawing on his own decades long experience as a screen and stage actor to embody the ‘Generation Experience’ attitude. The creative explores what ‘old’ really means, and playfully questions why we call people 'old', as opposed to calling a jacket ‘vintage’, a cheese ‘mature’ or a car ‘classic.’

Determined to hero the Saga rebrand beyond traditional media channels, VCCP Media devised a media strategy which includes large scale digital takeovers, influencer campaigns and social media activity. Additional 30” second TV and print formats will also launch from 29th October 2021. The film will premiere this weekend with premium spots, as well as an ambitious transmission schedule across ITV, Channel 4 and Sky entertainment, cinema and sports in the coming months. 

Stuart Beamish, Saga Group Chief Customer Officer, said: “What we hear from customers is that they are living their best lives and yet they don’t see that reflected in films, TV, adverts or wider society. This isn’t about pretending to be young again but about valuing their experience on its own merits both for themselves as individuals and for wider society.” 

“We call on other brands to engage with Generation Experience and help change the conversation about age in the way we have seen recent positive progress on the debate around gender and race representation. Every member of society should feel respected and valued for their worth.”

David Boscawen, Group Managing Director at VCCP London added: "This is the first time Saga has communicated as a single brand, uniting their insurance, holiday and cruise businesses. And to do this by creating a campaign that challenges the societal stereotypes of old age by celebrating the experience old age brings is very exciting. No other brand can start this conversation with the same credibility as Saga.""This is an integrated effort from the VCCP Partnership, from a new visual identity to new web design to evolving their media model  to a new communications campaign. The integrated nature of this has enabled all the thinking to be totally joined up, creating a seamless customer journey. Despite the barriers of Covid".

Jim Thornton, Executive Creative Director VCCP London noted: “There’s no greater British brand than Saga to champion the experience and wisdom of elders, and the value they bring to society. And as a 58 year old creative, no-one appreciates their bravery and ambition in tackling this issue head-on more than me. The quality of the work just goes to show what can be achieved when you bring the wisdom and experience of people in their 40s and 50s like Ivan, Lorenzo, Jan and Nick to bear behind the camera. Long live The Elders.”

‘Experience is everything’ will run in the UK from 29th Oct until 28th Feb across TV, print, digital and social media. A PR campaign will be run by Headland Consultancy, and media has been planned and executed by VCCP Media. Further stages of the campaign will include a complete relaunch of Saga’s social media strategy and owned channels. 


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