The work, which was created by direct marketing agency TDA, has been designed to position Norwich Union as the market leader in equity release, while reassuring consumers that it is a supportive and understanding provider that offers guidance tailored to people's individual circumstances. Recipients are encouraged to make an enquiry or set up an appointment to learn more.
Dave Nunn, direct marketing manager for Norwich Union Equity Release, said: "We want to position equity release as a 'life-enabler' that can bring positive benefits over a period of time.
"It's a big step that requires careful consideration, which is why we work closely with consumers to ensure that we understand their situation and give them the best possible advice."
Paul Stonuary, a TDA account director, said: "Creatively, this campaign taps into golden moments of life and implies that they can continue well beyond retirement. The strategy is rooted in research demonstrating that the target audience lead busy lives and don't relate to images of 'old people'. While they can be cynical about advertising, they respond best when it actively engages them."
The press ads and inserts will appear in national newspapers and consumer magazines.
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