Carol Vorderman Fronts New Multi-Million Pound Sunlife Ad Campaign

• SunLife to become one of the UK’s biggest advertisers of equity release as it enters the market
• Equity release is SunLife’s biggest product launch in over a decade, with a multi-million pound campaign across TV, radio, press, mail, Facebook, Smart Display and Native Content
• TV ads written in-house but produced by Aspect Films
• Unique online tools let people see how much their house has gone up in value and try a ‘dream shopping basket’ to see how they’d spend the money

Next month sees SunLife launch ‘The Over 55 Equity Release Service’ in a multi-million pound campaign across a range of national media including TV. Making its ambitions clear, the over 50s specialist will immediately take the second-largest share of voice in a market that grew 20% last year and looks to accelerate further in the next 12 months.

Commenting, SunLife’s CEO Dean Lamble said:

“We’re really excited by the new campaign. In our research we found that Carol was the most trusted celebrity in the UK when it came to making sense of financial figures, and across our TV ads and content videos she helps demystify equity release and show how straightforward it can be to unlock the cash you need to enjoy the retirement you deserve. Carol’s also the embodiment of our ‘Welcome to life after 50’ campaign – she’s an inspirational woman who’s so active and embracing life with her presenting work, charity work and hobbies including being a registered pilot.

“Our integrated, multi-million pound campaign is designed to both inform and entertain, and we’re going to be one of the biggest equity release advertisers in the market.”

Carol Vorderman MBE said:

“As someone who is most definitely over 50, I’m delighted to be involved with SunLife, one of the UK’s most forward-thinking over 50s brands. 

“Life changes at this time. I know myself that as life moves onto its next stage, certain pressures leave us and that gives us many more opportunities to enjoy. Many of us also managed to get our foot onto the property ladder more than 20 years ago, and in that time the average property price in the UK has more than tripled. So for some people, there are many potential benefits to equity release, and many things that we might want to do with that money, without dipping into a pension pot.”

SunLife has also produced a number of online videos under the banner ‘Carol does the maths’ showing how equity release can make sense, plus a number of content comparing the land registry data showing how much they paid for their home with Zoopla’s estimate of its current value. Another tool lets them play with a ‘dream shopping basket’, letting them select things like kitchen extensions, new cars and dream holidays, up to the value of their equity release, to see how they might enjoy spending the money they could unlock from the value of their homes.