There is an invisible line in society, and there comes a day that you step over it. Then you are classified as “old”. This badge can leave older adults feeling isolated. Most people don’t think about what happens when we get older until we age or someone we love needs care.
The types of transformational change that other sectors have benefitted from has passed by the retirement and aged care sector. This has done little to calm the unease that older Kiwis harbour about retirement and care. They are conscious of the trade-off that comes with moving into a retirement village, between identity and independence, and the need for extra support as they age.
Agency Young Shand’s challenge was two-fold. To help Oceania fulfil its ambition to reimagine retirement living and aged care. To create a better brand platform that framed this ambition, launching a campaign that championed the audience authentically and respectfully.
The campaign tapped into something elemental to Kiwis, inspired by a proud Kiwi tradition, our need to strive for better.
Putting Oceania’s residents and their life stories at the heart of the campaign. Celebrating them as people who have lived incredible lives and continue to live with a deep sense of identity, connection and purpose.
The campaign sees Oceania taking up the mantle of striving for better for their residents. To reimagine for today and tomorrows generation as they look at retirement living and aged care.
Extensive research and strategic work underpinned a new brand identity, website, launch campaign, internal launch and the planning and execution of all media.
“Ageing is something common to us all, so we have a vested interest in transforming a category that has mainly stayed stagnant for over 20 years.
“Our new brand platform goes beyond marketing. It sets out a bold ambition for our business to continue reimagining the category, led by the latest research and informed by our residents”, said Oceania Marketing Manager Sandra Daniel.