The Rise of the Olderpreneur


Aldermore Bank challenged us to help raise their profile and communicate the importance of savings to consumers.

The solution: we developed a campaign to look at the rise of the ‘Olderpreneur’ a group of over 50’s who are finding it increasingly difficult to make ends meet and need to generate extra income due to high living costs and low interest rates. The extra money generated is then used to pay bills, go on holiday and reinvest into savings accounts for day to day living.

To ensure we would attract high level media interest, we enlisted the help of Nick Hewer, a man who was Lord Sugar’s aide on The Apprentice for many years and knows a thing or two about business. To maximise coverage, we timed the activity around the final stages of the Apprentice.

Our ‘Olderpreneur’ campaign created a compelling broadcast story across multiple media outlets. Highlight coverage included a live interview on ITV’s Good Morning Britain with Piers Morgan and Susanna Reid and a live discussion on London Live. We also secured 10 radio interviews on regional BBC radio stations. In total we delivered 17 pieces of top tier coverage, reaching over 3.5 million target consumers.