Over 50s digital hub Rest Less launches DRTV ad debut

Rest Less, a digital community for the over 50s and beyond that connects members with suitable job vacancies and lifestyle content, has launched its first work through Medialab, with its first DRTV advertising campaign.

The activity promotes the network’s first mobile app, which is free to download and allows members to browse around 40,000 jobs with age-inclusive employers; 4,500 volunteering opportunities; over 70,000 courses; exclusive offers; an online forum where members can connect with each other; and hundreds of articles and resources covering health, money, lifestyle, careers and more.

Since launching in the UK in early 2019, Rest Less has grown its membership base to more than 625,000 consumers with an average age of mid-late 50s.

It offers members access to a wide range of resources designed to help navigate life transitions in areas such as health, work and careers, money and pensions, learning, hobbies and activities, social connections, relationships and more.

Rest Less partnered with data marketing consultancy Medialab to creating and execute the highly targeted campaign across DRTV and radio.

Medialab has extensive experience of targeting people aged 50 and older, through its work with charities such as Alzheimer’s Society, RNLI and Battersea Cats & Dogs Home, as well as insurance group SunLife.

The campaign features creative that was produced by Sky and is running on Sky 1, Sky Witness and CBS Drama on Sky’s biggest daytime programmes. The campaign also runs across radio, with Medialab supporting Rest Less in securing several regions.

Rest Less head of marketing Mark Hughes said: “Having grown our membership base to primarily via digital channels, moving into TV advertising felt like the next natural step.

“Our goal is to help as many people aged 50 and older as possible: reaching people in their living rooms is a fantastic opportunity for us to grow awareness of Rest Less and attract new members to our app and website. Our first TV advert is an important milestone in our journey.”

Medialab chief executive Marcus Orme added: “Working with Rest Less as it seeks to help people in their 50s, 60s and beyond live their lives to the fullest has been brilliant, and it feels particularly meaningful as we are trying to drive greater diversity in this historically underserved audience. We are proud to support Rest Less in its growth journey.”