Marketing to Seniors

Insights on the over-50s

Decision Making


MRS Awards, Finalist, December 2014

This article explains how AgNovos, a medical devices company, used segmentation and targeting to engage with the patients.


MRS Awards, Finalist, December 2014

This articles explains how Swiss Re, the global re-insurer, took a new approach to segmentation to understand consumer attitudes towards insurance.


Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study describes how US personal care company Kimberly-Clark marketed Depend Guard and Shield, its male incontinence products, using humour to build brand affinity and increase sales.


Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study describes how the Norwegian humanitarian faith-based charity City Church Mission (CCM) revitalised their annual Christmas fundraising campaign.


Julian Earl, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.


Liam Brown, Jonathan Daly and Laura Davis, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how the Heart and Stroke Foundation of Canada encouraged people to take early action to ensure their final years of life are healthy ones.


Mike Colling and Helen Weavers, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how The Salvation Army, the international Christian charity, grew the number of donors and total donations in the UK during five years of recession.


Richard Storey and Katarina Tencor, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Public Health England, the national health body, addressed the anxieties surrounding cancer in order to drive people to seek help earlier in the cycle when the disease is easier to treat.


Matthew Philip, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.

WARC RECOMMENDS


BEST PRACTICE

Talking to older audiences

Practical tips, examples and recommended reading


WARC BRIEFING

Marketing to seniors

Over-50s: Theories and key trends


ARTICLE FOCUS

Moving beyond youth culture

A global Havas study on ageing


ARTICLE FOCUS

Baby Boomers

An overview from the Advertising Research Foundation


TRENDS

Brain Training

How Boomers’ health concerns are driving a new market