Marketing to Seniors

Insights on the over-50s

Decision Making


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.


MRS Awards, Finalist, December 2014

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


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.


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.


Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2014

This case study describes a campaign by PostNL, a mail company, which used social media to build a sense of belonging for its workers, improving staff retention and public perceptions.


Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2014

This case study explains how the Royal National Lifeboat Institution (RNLI) used an innovative approach and a new tone of voice to persuade people in the UK to "Respect the Water" and prevent deaths by drowning.


Anthony Harris and Tony Quinn, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Garnier Ultralift, the skin care product owned by L'Oréal, cut through scepticism about the cosmetic brands' scientific claims and increased sales.


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.


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.

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