AARP: Real Possibilities

American insurance provider AARP partnered with Time Inc and used influencers to communicate its brand values and shake off its image as being only for retirees.

Campaign details

Brand: AARPBrand owner: AARPLead agency: MediaCom, GreyContributing agencies: Time Inc.Country: United StatesIndustries: Charities and voluntary organisationsMedia channels: Content marketing, Magazines - buiness, trade, Magazines - consumer, Online video, Social media, Sponsorship - media

Executive summary

A brand perceived to be irrelevant

Over the past 57 years, AARP has shifted from a brand known as an insurance provider to retired Americans to one whose mission is: 'bettering the lives of Americans who are 50+'. While awareness is at 90%, people don't understand what the brand...

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