In a culture obsessed with youth, over-50s are over-looked, hidden away and rarely seen in the media. So it’s refreshing to see Apia advocating the many benefits that come with age and experience in their new campaign via RAPP Melbourne.

Whilst this group is large and diverse, Apia and RAPP identified one unifying characteristic that is true for all the over 50s; they’ve lived more, loved more and experienced more. And, far from being over the hill, they’re just getting an increasingly better view of life.

Travis Hughes, Apia brand manager said, “This is more than just an advertising campaign for Apia. This will be an ongoing integrated communications platform designed to build brand affinity across various channels including Content, Social, PR, our CRM programs and this advertising campaign.”

Apia marketing manager, Mark Behr commented, “It was important for us to demonstrate Apia’s higher purpose and champion the value of experience whilst challenging the misconceptions of age that are out there. We’re confident with this emotive approach and believe this will continue to strengthen our position as over 50 specialists as we stretch the Apia brand beyond insurance.”

RAPP Melbourne’s executive creative director, Steve Crawford commented, “The over 50s aren’t well represented in the media and when they are, they’re often portrayed as a silver-haired, out-of-touch stereotype. Or, alternatively, comically ‘young-old’ people wearing lycra and spinning on the floor to some hard-core dance track. In this campaign we’ve aimed to demonstrate that we recognise and respect that life experience is a valuable commodity: Apia rewards that experience.”

The campaign will launch with the 30-second brand spot on Sunday October 18^th and additional supporting 30 second commercials covering a broad range of lifestyle scenarios recognising the differences (as well as the similarities) of the retirement demographic. The supporting TVCs promote Apia’s home, motor and funeral insurances.

The TV campaign was directed by Jake Robb and is supported by radio, digital and press.