Age Partnership partners with Eamonn Holmes for impactful TV campaign

A TV advertising campaign for Age Partnership, featuring the trusted face of Eamonn Holmes to address misconceptions in the equity release sector and increase brand credibility.

‍Challenge

‍To combat misconceptions surrounding the equity release sector and build trust with an audience of over 55s, many of whom may be unfamiliar with or sceptical of the concept of equity release.

‍Insight

‍Given the sensitive nature of equity release, Age Partnership needed a recognizable and credible figure to communicate their message in an authentic, reassuring way. Eamonn Holmes, known for his long career in journalism and his trustworthy persona, was the ideal choice to connect with the target demographic and help them feel confident in considering this financial option.

‍Creative Strategy

‍The campaign features Eamonn Holmes as the face of Age Partnership, with a script crafted to match his authentic, friendly presenting style. By tapping into Eamonn’s familiarity and approachability, the ad aims to demystify equity release and provide the over 55s audience with clear, honest information. His down-to-earth delivery resonates with viewers and helps position Age Partnership as a reliable, trustworthy choice for those exploring their financial options.

‍Results

‍Produced entirely in-house by Happy Hour’s Bristol-based team, the campaign has exceeded initial performance expectations. The use of Eamonn Holmes as a credible, well-known figure has led to strong audience engagement, with early results showing a positive impact on brand perception and customer interest.