The Silver Marketing Awards 2024

We are delighted to announce winning campaigns for the 2024 Silver Marketing Awards, in partnership with Headline Sponsor Boom Radio.

These awards recognise and celebrate the companies that have delivered a successful marketing campaign in the last year, focusing on the older demographic and showing creativity, empathy and measurable results.

The awards were presented at a sparkling drinks reception on Tuesday 25 June 2024 at the Cavendish Centre, London W1 from 17:30 -18:30 following the Silver Marketing Summit.

Best Radio/Podcast Campaign – sponsored by Senior Response

Winner:

  • Age Co – Things Get Better with Age Co

Judges comments:

“A really effective campaign that over-delivered on all its KPIs and clearly communicated the messages” 

“Solid & creative campaign which focused on the core audience.  Use of a good media strategy that hit the right audience which delivered impressive results” 

Highly Commended:

  • Boom Radio & One Traveller – One Traveller radio campaign
  • Vintage Travel – Vintage Travel – Silver Awareness

Sponsor:

Best Print Campaign – sponsored by Saga Magazine

Winner:

  • Alfa Travel – Alfa Travel 2024 brochure

Judges comments:

“This campaign was well thought through and executed well through insight driven activity. The outcome proved that thoughtfulness of the needs and preferences of the audience which had a direct impact on how they responded”   

“Customer involvement is deeply embedded in the Alfa family and this entry exceeded expectations for what the team at Alfa thought it might do. Definitely going the extra mile to try and achieve a best-in-class status for their campaign/print (in a market/industry that it is hard to be ‘original’ in. They’re not stopping there – it’s an evolving & ongoing journey with the ‘Memories that last a Lifetime” tone and customers at the heart, throughout everything they do” 

Highly Commended:

  • Age Co– Things Get Better with Age Co
  • BlueStar Media & Silver Travel Advisor – Silver Traveller Magazine

Sponsor:

Best Outdoor Campaign – sponsored by Mash Marketing

Winner:

  • The Kite Factory and Don’t Panic – Oxfam – Staying In The Fight

Judges comments:

“Overall, this campaign is true to the silver generation of today, holding a mirror up to them and celebrating who they were and who they still are” 

“This campaign combined elements of creativity in the OOH aspect of the campaign and in the messaging which pulled on the fighting spirit of the target audience who still see themselves as very much practical activists. Overall, the campaign achieved its targets and the positive shifts in brand buzz, created a platform for increases in gifts and future revenue streams” 

Highly Commended:

  • Centre for Ageing Better - Age Without Limits
  • YourStride – Grassroots Bowls Clubs

Sponsor:

Best Direct Mail Campaign – sponsored by Eight Days a Week Print Solutions

Winner:

  • Granite & TREND Transformations – Merry Christmas

Judges comments:

“This is a model direct mail campaign, grabbing share of voice at a time of year when traditionally marketing is dialled down and taking advantage of far fewer physical Christmas cards sent these days” 

“Clear demonstration of alignment with brand values as an organisation—PFC—Professional, Friendly, and Caring. The thought of a Christmas Card was sincere, the offer generous, and the follow-up calls made by Design Consultants to wish customers a ‘Merry Christmas’ or ‘Happy New Year’ reinforced PFC values. Objectives were exceeded, delivering a £14.34 return on investment for every £1 spent which meant they beat the original sales target by 15.54%, delivering over £60K of sales revenue over a 3-month period! 

Highly Commended:

  • Audley Group – Audley Luxury Retirement Villages
  • McCarthy Stone – Time to open a new chapter

Sponsor: 

Best Social Media Campaign – sponsored by Silversurfers

Winner:

  • Ageism Is Never In Style – #ILookMyAge

Judges comments:

“A very clever and original campaign” 

“This campaign became a global, viral phenomenon that reached millions across the globe. The initial plan was to run the campaign for 1 month, but people still regularly participate to this day, making it a true movement with sustainability & longevity that continues to spread awareness” 

“The campaign has undoubtedly had a huge impact on raising awareness of ageist stereotyping and demonstrating that midlife and older women are worthy and crucial audiences that deserve to be authentically represented; they can be successfully marketed to on ‘trendier’ social media platforms Instagram and Tiktok; and they can go viral” 

Highly Commended:

  • Accord Marketing & Ambassador Cruise Line –  Ambassador Cruise Line
  • Granite & TREND Transformations – Sustainable Kitchen Makeover

Sponsor:

Best TV Campaign – sponsored by ITV

Winner:

  • Accord Marketing & Ambassador Cruise Line Ambassador Cruise Line – Enjoy yourself

Judges comments:

“A very different and distinctive campaign that has had a very positive effect resulting Ambassador reaching 2nd place in it’s category as  well as achieving significant uplifts in KPI’s. Overall, exceeded objectives for the campaign” 

“A bold and innovative approach – love that it was all filmed on real cruise with genuine passengers! Strong measurable results with a good correlation to sales improvement” 

Highly Commended:

  • The Kite Factory and Don’t Panic – Oxfam – Staying In The Fight
  • TVADSWORK and Doro – The Doro TV Commercial’ Campaign

Sponsor:

 

Best PR Campaign– sponsored by Marketing Radar

Winner:

  • Wallacea Living – The Time of Your Later Life

Judges comments:

“The campaign has culminated in sales ahead of expectations, media coverage beyond anticipation and an advocacy within the community that has taken other industry operators decades to build. The results indicate a truly successful campaign in terms of sales, footfall, and database. Changing attitudes is more difficult to measure but the seeds have been sown” 

“The use of the signature events and the cross section of touchpoints in the PR approach was an effective mix and covered all the bases. The work achieved in the 6 month period helped to set the platform for ongoing brand awareness activity to be continued by Wallacea Living with campaign KPIs being overachieved against target” 

Highly Commended:

  • Finn Partners & The Advantage Travel Partnership  – Travel Triumph: Targeting the Silver Traveller for The Advantage Travel Partnership
  • LOTUS & Visit Guernsey – Visit Guernsey – Renoir in Guernsey; 1883

Sponsor:

 

Best Digital Marketing / Age Tech campaign – sponsored by AgeSpace

Winner:

  • Mistral Hotel – Singles in Crete & Copywrite That - New Sunday Best Friend

Judges comments:

“Very tight clear campaign that delivered right to its audience” 

“It was a clever and low cost campaign perfectly targeted both in terms of the audience and timeframe” 

“The Mistral Hotel campaign truly understands the current silver market with its use of storytelling in the emails, not patronising the older market, the images of older customers having such fun and with the offers and sales pitch always lower down the email. I really enjoyed reading the comment in their entry “Perhaps, equally importantly in creative marketing terms than just delivering results, this campaign flies in the face of perceived wisdom by sending emails that most (younger) digital marketers would say are ‘far too long’. It clearly shows that the silver market is different. If it’s good relevant content silvers, particularly single silvers, love to read.” 

Highly Commended:

  • Dementia Adventure and Freddie’s Flowers – Blooms of Connection: Celebrating Dementia Adventure’s 15th Birthday with Freddie’s Flowers
  • Granite & TREND Transformations – Digital Lead Generation Campaign

Sponsor:

 

Best Overall Multi-Channel Campaign – sponsored by Precision Platinum

Winner:

  • McCarthy Stone – Time to open a new chapter

Judges comments:

“I like the warm feeling of the approach and the clever play on words which I am sure resonated with the target audience.  Delivering more leads, and better lead quality for less money is a result” 

“A very well planned approach to a cost-effective integrated campaign resulting in lower cost of acquisition across all media and channels and increased visits to developments” 

“Nicely designed campaign that, through good research and a well-executed creative increased engagement despite a lower budget” 

Runners Up:

  • Centre for Ageing Better – Age Without Limits
  • Wallacea Living– The Time of Your Later Life

Sponsor: