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Marketing to seniors

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Opinion

I make no apology for this title because I'm talking about the only part of the UK market, which is actually growing.

Case Study

This case study describes how Humana, a US health insurance provider, built on research that showed baby boomers' desire to grow and not fade into the future, by using data from match.com to understand the audience and build the inspirational #StartWithHealthy campaign.

Article

This paper explores how the ageing population around the world is challenging prior notions of what it means to be old - this survey finds an age group motivated by health and wellbeing both physically and emotionally.

News

SYDNEY: The implementation of home-care reforms which allow elderly consumers to decide where they spend government-allocated funding, rather than the state deciding on their behalf, is forcing Australia's aged-care sector to rethink its approach ...

Case Study

This case study details how the Liberal Party in Canada won a majority in the 2015 federal elections by using online video.

News

TOKYO: Smartphone usage is growing among older Japanese consumers, who are adopting an increasingly digital lifestyle, according to new research.

News

BOCA RATON, FL: Foster Grant, the eyewear brand, has successfully shown the power of emotional engagement by tapping into the deep-rooted feelings many consumers associate with wearing reading glasses.

News

NEW YORK: Older consumers demonstrate a clear preference for rational, rather than emotional, marketing appeals, according to a study published in the Journal of Advertising Research (JAR).

Case Study

This case study describes how the Royal London Group, an insurance company, targeted over 50s in the UK with a digital search acquisition strategy.

Research Paper

Conventional advice when targeting older adults is to use factual, rational appeals over emotional appeals due to age-related differences in information processing.

Case Study

This case study describes how Bupa, a private healthcare company, improved its door drop campaigns for care homes in the UK.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

Case Study

This case study describes how TracFone, a no-contract wireless provider in the US, used programmatic solutions to drive buyers to a private marketplace.

Case Study

This case study shows how L'Oréal, a personal care brand, increased sales and brand awareness in the UK by using a brand ambassador to engage an undervalued consumer group.

Case Study

This case study shows how the Royal British Legion, an armed forces support institution, rebranded itself in order to engage with a wider audience.

Case Study

This case study describes how GlaxoSmithKline, the pharmaceutical companies, used an emotional stunt that was brought to life on social media to save actual lives in the Philippines.

Case Study

This case study looks at a campaign from Vodafone, the international telco, in Romania that leveraged meaningfulness for the elderly in advertising 4G connectivity.

Case Study

This case study describes how MLC (Australia), National Australia Bank's wealth management partner, empowered Australians to take responsibility for the funding of their own retirement.

Case Study

This case study outlines how the pharmaceutical company AstraZeneca used entertainment to educate its target audience about the launch of its new drug.

Case Study

This case study describes how the Loteria de Navidad (Spanish Christmas lottery) used authentic stories and traditional values to recapture its magic as an iconic brand in Spanish society.

Research Paper

This paper looks at connecting with seniors, a growing segment of the Asian population.

Article

This article explains how marketers can best adapt their strategies to appeal to the 50+ consumer, a growing demographic.

Case Study

This case study describes how Newfoundland and Labrador (NL) Tourism focused upon the idea that NL is for travellers, not tourists, in order to attract people to the region.

Case Study

This case study explores how the Subaru Outback differentiated itself from its SUV competitors in Canada by positioning itself as "authentic" – in comparison to "faux" – when it came to adventures.

Article

This article looks at the Silver Surfers demographic group, internet users aged 52-64, highlighting their attitudes to privacy, device ownership and approaches to social networking, e-commerce and brand engagement.