The Silver Marketing Awards 2023
The WINNING Campaigns
We are delighted to announce the WINNERS in the 2023 Silver Marketing Awards, in partnership with Headline Sponsor Channel 4 and our category sponsors detailed below.
The awards recognise and celebrate companies which have delivered a successful marketing campaign since January 2022, focusing on the older demographic and showing creativity, empathy and measurable results.
The panel of entirely independent judges with no conflict of interest were impressed with the quality of the nominations, and had a difficult challenge to review the campaigns and make their decisions.
The 8 awards were presented at a sparkling drinks reception on Tuesday 27 June 2023 at the Cavendish Centre following the Silver Marketing Summit. The event was hosted by the inimitable and entertaining Derek Jones, and the soundtrack of memorable melodies was courtesy of Global.
Watch the Awards summary here
Watch the full awards event here
And the WINNERS are…
Best Print Campaign
WINNER:
- Bray Leino – Have you heard about Gina?
Judges comments
This is a great campaign aimed at a target group with a new treatment. The print materials are in a modern, sophisticated style that retain the feeling of being discrete and unintimidating. A fascinating introduction to a sensitive issue of vaginal atrophy and menopause – a real concern related to the menopause rather than just a reference to it in an unrelated marketing campaign! Clever, sensitive, innovative, successful and full of the wow factor
Highly Commended
- Silver Travel Advisor – Silver Traveller
- Alfa Travel – Alfa Travel brochure
Sponsor:
Best Digital Campaign
WINNER:
- Noon in association with Vision Express and The Fourth Angel – See Yourself Differently in Mid Life
Judges comments
A compelling submission that is groundbreaking and helping to change the narrative around ageing. Definitely a winner. A vibrant and brilliantly targeted campaign with a clearly defined objective. Imaginative and innovative, this campaign really caught the eye – to coin a phrase!
Highly Commended
- Autumna – Targeted Shortlist
- Age Action Alliance – Age Action Alliance launch
Sponsor:
Best Direct Mail Campaign
WINNER:
- Greensleeves Care – Greensleeves Care Winter campaign
Judges comments
Greensleeves Care’s Winter campaign secured 1st place by delivering highly targeted door drops that positioned their care homes as empowering choices. With a limited budget, they achieved a 27% increase in overall enquiries, showcasing the enduring power of traditional marketing tactics. Their leaflet demonstrated the very best of how direct mail can benefit the target consumer. This was a well targeted campaign delivering sensitive message into a difficult market and it clearly resonated with the audience.
Highly Commended
- JG Travel Group – Less is More
- Hodge – Mortgages as unique as your clients
Sponsor:
Best Social Media Campaign
WINNER:
- The Bias Cut – Ageism Is Never In Style
Judges comments
The campaign’s innovation, boldness and direct messaging challenge the stereotypes of ageing. An exciting and ground-breaking campaign that goes way beyond attracting new customers. Genuinely challenging and disrupting stereotypes of ageing and giving a voice to silver ladies! Overall, a very important campaign that is a worthy winner.
Highly Commended
- Accord Marketing & Ambassador Cruise Line – Lead Generation
- Jam & Staysure – Travel worth doing right
Sponsor:
Best TV Campaign
WINNER:
- The Kite Factory & Don’t Panic – WaterAid: What Jack Gave
Judges comments
A compelling ad which brought to life how donors can make such a difference to people. Very original- very emotive. Credible, authentic film- shows the power of TV at its best. Great example of a brand challenging the norms, doing things differently- A very innovative film- respectful / authentic content , very powerful/ emotive Using TV at its best to reach their audience. Broke the mould of TV Legacy advertising and created a powerful and emotive Ad
Highly Commended
- Saga – You’re not wrong
- Precision Creative and Media – Stannah Stairlifts – “Find Teddy”
Sponsor:
Best Radio Campaign
WINNER:
- McCarthy Stone – Peace of Mind
Judges comments
This campaign truly stands out as having a good understanding of the boomer generation. Love their use of real people as advocates speaking, unscripted, about their experiences of McCarthy Stone living. By far the most compelling submission. The use of music and the voiceover throughout all vignettes was consistent, which would have helped aid brand recall and recognition. Real, credible voices sharing their own compelling and personal stories to tell listeners – this is not just a care home, this is a retirement lifestyle
Highly Commended
- Accord Marketing & Olympic Holidays– Welcome to our home
- Boom Radio – Kelvin Furniture Retirement Clearance Sale
Sponsor:
Best PR Campaign
WINNER:
- Anything But Grey – Saga Exceptional
Judges comments
High quality PR coverage and strong results in such a short period of time. Really goes to the heart of everything the Silver Marketing Association is about. This website had a clear target audience in mind, and the campaign looked to grow the audience and domain authority through close media ties with relevant media outlets. The targeting and messaging was well thought through and clearly delivered a great result This is a neat SEO focussed campaign that understands its target audience and can support Saga Media in developing its reach in the 50+ lifestyle area. It is a competitive market to launch into, but the campaign has achieved a high domain authority and Google raking for exceptional.com and attracted 730,000 users in 3 months.
Highly Commended
- FINN Partners – St Helena
- LOTUS (in collaboration with the Spanish Tourist Office) – Spain Sustainability Day
Sponsor:
Best Multi-Channel Campaign
WINNER:
- Saga – Experience is Everything
Judges comments
Saga’s ‘Experience is Everything’ campaign revolutionized the perception of age, challenging stereotypes and championing the over-50s. It successfully shifted brand perceptions, attracted a younger audience, and delivered impressive commercial results, making it a deserving winner. To sum it up in one word, it would be: Empowering. It is witty, clever, wide-ranging in the way it is presented, and generally a campaign that stands out from the rest. Great showcasing of campaign materials across all channels showing quality of production and messaging.
Highly Commended
- Bray Leino – Have you heard about Gina?
- Centre for Ageing Better – Age Friendly Employer Pledge
Sponsor:
Watch the full awards event here
Awards Headline Sponsor
Channel 4, are more than a public service broadcaster, they are a unique and distinctive part of life in the UK. Channel 4 is free-to-air and freely available to all of the UK. They have the UK’s biggest free streaming service, All 4, plus a network of 12 television channels. Since Channel 4 was created in 1982, it has been at the centre of national conversations and a catalyst for the creation of a world-beating production sector in the UK. Their purpose is to create change through entertainment. They do this by representing unheard voices, challenging with purpose and reinventing entertainment.