Aveo, Australia’s largest provider of Retirement Living wanted to attract more later-in-life residents. Rather than target the older generation who would dismiss the idea immediately, we targeted their influencers – children and loved ones.
We highlighted that this is a conversation that many families should be having, but that it often gets unspoken. From a pool of over 100, we recruited 3 key stories and brought them to life across digital, social and broadcast channels.
Turns out this was a conversation that a lot of people had been planning on having. It became the talk of the nation and we achieved additional earned media through TV news, talkback radio programs and social networks. Aveo enquiries were over 60% above target, and the work had to be rested while new Care Consultants were trained up to onboard new residents.
