ABOUT

Travel insurance brand Staysure specialises in the 45+ market, with policies supporting people with pre-existing medical conditions and multiple trips a year.

The Challenge:
Stereotypical generalisations of a mature audience alienated the main proportion of Staysure’s active customers, those aged 35-55, who didn’t relate to images of elderly people holding hands on a generic beach. Age doesn’t define the Staysure customer, so our challenge was to understand what does, and then speak to them in a relatable way.

Our Extraordinary Thinking
To gain a deeper understanding of our audience, we facilitated a brand positioning workshop.
Our goal was to move beyond demographic data and delve into the attitudes, behaviours and needs of people at different life stages to help identify key messages that speak to these audiences. Through a series of brainstorming sessions, focus group discussions, and market research activities we were able to understand the unique lifestyles, aspirations, and preferences of different segments within our broad audience and initiate a video-first social media strategy based on attitudes rather than age-based assumptions, showing the vibrant, fun nature of people aged 45+ who are spending their best years seeing the world.

By focusing on the needs and preferences of the target audience, we challenged the category norm to resonate with them on a deeper level and achieved impressive results.
Our strategy helped to increase brand recognition and visibility, elevated the brand’s visual identity, and increased video view retention.

The Solution:
-Audience research
-Brand positioning workshop
-Organic social media
-Paid social media
-Bespoke video
-Bespoke photography

Delivered:
-Brand positioning
Through our brand positioning project and bespoke audience insights, we were able to position Staysure as a challenger brand that understands its customers.

We replaced the old focus on over 50s, which reflected tired stereotypes, and positioned Staysure as the voice of over 40s, disrupting the sector.

-Social media strategy
We developed a paid and organic social media strategy to deliver impactful content featuring messaging that truly resonates with potential customers.

Our tone of voice became more daring, energised and edgier than the category norm. Our content, both the visual and the narrative, showcased and celebrated energy, ambitions, goals and achievements, all attitudes celebrated by our audience.