Today sees Saga launch its first above-the-line advertising campaign for its Saga Legal Services division, which covers will writing, probate, conveyancing and lasting power of attorney.
The TV ad, which features actor Michael Fenton Stevens, begins with a man giving a very long-winded goodbye, after which Fenton turns to the camera, questioning “Imagine if everyone spoke like a lawyer”.
The spot continues to build on Saga’s proposition that they ‘like to keep things straightforward’ and cut through the jargon, even when it comes to legal services. It promotes their fixed fee proposition and highlights the fact that people can call them seven days a week.
Amanda Hoskins, Marketing Director, Saga Services commented: “The campaign raises awareness of Saga shaking up the legal market, by offering a service which, amongst other things, is simple and straightforward. We have worked hard to make them clearer for our customers.”
David Boscawen, Group MD of VCCP says, “We’re really excited about this latest campaign. People find legal services complex and hard to understand but they do have an inherent trust in the Saga brand to deliver a great service at a fair price, and we wanted to reflect this.”
The campaign, which breaks on Monday 2 February 2015, is made up of two 30 second TV ads; 10 second cut downs and is supported by radio.