WELLINGTON, Tuesday: FCB has devised a campaign for retirement home owner Summerset Group that aims (you guessed it) to introduce prospective customers “to new adventures, and a new outlook on life”.
It’s a hard product to sell – we can only hope FCB does it better than most of the annoying ads produced for the sector.
Here’s the agency blurb: “The new Think Summerset tvc flips the idea that retirement is about slowing down. It aims to resonate with its target demographic with a fresh new look and feel, highlighting the fact that age is just a number and capturing the vibrant nature of life at one of Summerset’s many villages across Aotearoa.
“The campaign focuses on residents engaging in a variety of activities, accompanied by Supergrass track Alright, and the initial response and engagement has been extremely positive.”
One long-form tvc has been produced together with four shorter cutdowns, with media planning covered by FCB Media.
“The ads reflect the real-life fun and frivolity of the residents.”
The tvc (production was done in-house) is complemented by a suite of print, radio and OOH executions.
FCB Wellington MD Sean Keaney said: “We know Summerset have a deep respect for their residents, putting them at the heart of everything they do.
“Ensuring we reflect the real-life fun and frivolity of the residents and getting their feedback throughout has enabled us to craft something warm and true-to-life in a Summerset retirement village.”
The agency’s Auckland-based executive assistant, who sent us the release, was unable/unwilling to provide a credits list.
About Summerset
Our first village opened in 1997 in the river city of Whanganui. Since then we’ve grown to become one of the country’s largest and most respected operators in the retirement village and aged care sector. We have 30 retirement villages throughout the country, offering fully independent living and a variety of care options. More than 6600 New Zealanders have chosen to call our retirement villages home, and we think that’s pretty special.
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