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The Brief
GemLife is a leading over 50s lifestyle resort brand continuously looking for ways to inspire their target audience of youthful 50-somethings to live their best lives. GemLife’s first branded content series ‘Living Proof’ skyrocketed awareness. The brief for the new series ‘Ageless’ was to increase reach, expand awareness and really celebrate this age group.
The Idea
The main hurdle to GemLife uptake is that over 50s have lived with responsibility for so long, they don’t feel like they have permission to live for themselves. Ageless was ideated as an exploration and celebration of over 50s who have decided to really live, to take the leap and stand out rather than fade away.
The execution
8 x 30min Ageless episodes aired on Channel Nine with an audience of 1.9 million of which 80% were 40+. Ageless also received 78 media coverage items reaching an additional 6 million people.