Launch in the UK

Saga Legal

When over 50s company Saga decided to start its new legal arm, it gave the task to Spider to launch the new division and to drive trial of the service ranging from estate planning to conveyancing

Spider’s strategy was to reset the way most people consider legal services by developing emotive and hard-hitting campaigns that connected with the media and the target audiences.

One notable campaign where Spider coined the now widely accepted phrase: ‘Digital Legacy’ and turned it into an extremely powerful two year campaign for Saga which urged people to ask “what will happen to my online life after I die?”

A priority in all PR activity was to ensure the outcome of all comms activity would drive people to the Saga’s website

A total media value of £1.3m with ROI of 6:1

  • Share of voice in legal services space 50%
  • 600 pieces of coverage over 2.5 years, including 150 in national media
  • A total media value of £1.3m, with an ROI of 6:1
  • 50%
  • Thousands of Saga Guides downloaded from the Saga website, driving trial of service