Seniors | WARC

Article • WARC Best Practice, December 2017

Explains how to effectively market to seniors, as many now feel disengaged and misunderstood, and highlights the importance of looking at older people through a different lens, enabling more compelling, and lucrative approaches.

How to market effectively to the 50+ consumer

Article • Mark Beasley, WARC Best Practice, February 2016

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

Aetna: You don't join us, we join you

Case Study • AME Awards, Bronze, 2018

Aetna, an American managed healthcare company, increased brand consideration and perception by creating a campaign across various platforms to prove that it supports people's individual health goals.

Pharma brands fall short with older consumers

News • 23 May 2018

BOSTON: Pharmaceutical brands are typically failing to engage the valuable audience of consumers over 50 years old, according to research by AARP, an interest group focused on this demographic.

Why pharma brands must get to know the 50-plus audience

Article • Marylyn Donahue, Event Reports, DTC National conference, April 2018

AARP, an interest group focused on consumers aged over 50 years of age, has found that pharma brands often fall short when trying to engage this audience.

Carvaan: How about creating viral products instead?

Case Study • Kawal Shoor, Navin Talreja, Heval Patel, WARC Awards, Silver, Effective Innovation, and Category Innovation Special Award, 2018

Saregama, an Indian music company, launched a new radio product targeting the over 50s in order to increase revenue from its back catalogue of music.

MetLife Japan: #ChangeRougo

Case Study • ARF Ogilvy Awards, Bronze, 2018

MetLife Japan, a life insurance company, made the conversation around life after reitrement easier in Japan by launching a multi-media call to action campaign.

Alibaba targets older shoppers

News • 02 February 2018

BEIJING: Soon after announcing it was recruiting among the over-60s to help make its online shopping platforms more amenable to this age group, Alibaba has also launched an elderly-friendly version of its Taobao shopping app.

Marketing to Thailand's elderly with social media

Article • Nash Siamwalla and Kritinee Pongtanalert, Research on WARC, January 2018

This article explains how brands can best connect with Thailand's aging consumers, including consumer trends and social media habits (LINE).

Brands miss economic potential of older women

News • 24 January 2018

LONDON: Brands are missing out on huge potential opportunities if they insist on pigeonholing female Baby Boomers who control a huge amount of discretionary spending, according to a new study.

Miracle-Ear: Hear a Better Day

Case Study • Duke Borgerding, Melissa Schoenke and Charlie LeCrone, WARC Media Awards, Entrant, Best Use of Data, 2017

Miracle-Ear, an American hearing aid company, targeted prospects developing consistent messaging across media tactics.

AARP: Real Possibilities

Case Study • Lauren Wormser, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017

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.

Age UK Mobility: Search Marketing for Age UK Mobility

Case Study • Direct Marketing Association - UK, Silver, 2017

Age UK Mobility, a mobility equipment supplier, increased organic sessions to its site by creating content that featured infographics and was based on historical data.

SunLife: Welcome To Life After 50

Case Study • Direct Marketing Association - UK, Silver, 2017

SunLife, a UK-based insurance business, tackled the issue of ageism in advertising by introducing a TV, radio and social campaign that featured real people in their 50s engaging in their passion.

Forget Millennials, target Perennials

Article • Guy Abrahams, Admap, December 2017, pp. 23-25

The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

The essence of ‘yold’. Or, how to make age irrelevant in advertising

Article • Alan Saywood, Event Reports, Mature Marketing Summit, October 2017

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Hello Quintastics! A new vision on 50 plus marketing

Research Paper • Sandra van Vemden, Liesbeth Gerritsen and Pernille Kok-Jensen, ESOMAR, Global Qualitative, November 2017

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Child Replacement Program

Case Study • Case Studies on WARC, 2017

PEDIGREE, a pet food brand, increased its sales and dog adoptions by creating the 'PEDIGREE Child Replacement Program', which targeted the parents of children who have left home in New Zealand.

Thomas Cook: Getting senior citizens to become travellers

Case Study • Srinivas Dev Madala, WARC Prize for Asian Strategy, Entrant, 2017

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

SunLife: Welcome to Life After 50 – Smashing myths about later life

Case Study • Account Planning Group - (UK), Bronze, 2017

SunLife, a UK financial services company, made itself relevant for the over-50s' market with a campaign that broke with conventional approaches for marketing to older consumers.

The search for pure grey gold: Marketing to the over-65s

Article • James Murphy and Paul Flatters, Market Leader, Quarter 4, 2017, pp. 50-51

This article examines the over-65 market, and how this segment presents an opportunity for growth to marketers.

Colonial Williamsburg Foundation: Colonial Williamsburg Explorer iOS and Android mobile application

Case Study • MMA Smarties, Bronze, North America, Location Based Services or Targeting , 2017

Colonial Williamsburg, a national tourist attraction in the US, released a new mobile app to encourage tourists to interact in the real world.

Auto ad spend evolving as boomers reign supreme

News • 21 September 2017

SYDNEY: The automotive category is Australia’s largest and fastest growing for media spend with TV and programmatic on the rise as social media spending remains flat.

Challenger: What's your Lifestyle Expectancy?

Case Study • Angela Morris and Jim Schuch, The Communications Council, Bronze, Australian Effie Awards, 2017

This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.

The Chinese senior market shows huge potential for growth

News • 02 August 2017

BEIJING: Shifting mindsets among mature Chinese consumers have uncovered huge spending potential, spurred by the rapid growth in the country’s economy.