Seniors

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Article • WARC Best Practice, January 2019

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.

Look who's talking – landline use halves in six years

News • 08 January 2019

People in the UK are spending half as much time on their landlines, but are gobbling up almost 10 times more mobile data as six years ago, new research from Ofcom shows.

'Not just advertising': Saga's new campaign

News • 04 January 2019

Saga, the UK travel and insurance business dedicated to consumers over the age of 50, is taking a more brand-led approach with its latest campaign which is focused on the holiday market.

Maxis: Tech it Easy!

Case Study • Chan Su Ling, Jacinth Lum, Pamela Chia, Lau Su Lin, WARC Prize for Asian Strategy, Entrant, 2018

Telco brand Maxis used digital and experiential media to target the older generation of mobile users in Malaysia.

Transforming an Iconic Brand to Help Customers Navigate Change in Japan: MetLife uncovers and addresses latent needs of a growing demographic in one of the most mature insurance markets in the world

Case Study • Nisha Yadav and Takeshi Oshima, ESOMAR, Congress, 2018

MetLife Japan, an insurance company, created a holistic research program and used a universal insight as the foundation of its brand strategy to deliver compelling offers in Japan.

Visit Flanders: The Mud Soldier

Case Study • European Association of Communications Agencies, Grand Prix, 2018

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

Intel: Technology & Life campaign

Case Study • SABRE Awards, Gold, LATAM, Integrated Marketing, 2018

Intel, a technology company, promoted their brand with consumers in Brazil by producing video content that showed technology, creativity and empathy working together.

Pfizer: The First Time Has No Age

Case Study • SABRE Awards, Gold, LATAM, Public Education, 2018

Pfizer, an American pharmaceutical corporation, promoted its Age Shamelessly campaign in Brazil with a series of online films that got old and young people to experience 'life firsts' together.

Aetna: Aetna We Join You

Case Study • Direct Marketing Association - US, Bronze, 2018

Aetna, a health insurance company, delivered an emotional and inspirational campaign across multiple channels in the US, resulting in improved company perceptions and favorability.

Understanding the luxury traveller

Article • Brian Carruthers, Event Reports, MRS Luxury Research Conference, September 2018

Luxury travel is a big segment covering a multitude of age groups, emotional types, and decision-making variations; here’s how travel company COMO worked to understand it.

Prevail: Granny's Secret

Case Study • SABRE Awards, Gold, APAC, Consumer Health, 2018

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Carvaan: Why not an innovation for the old?

Case Study • Kawal Shoor, Navin Talreja, Heval Patel, WARC Prize for Asian Strategy, Grand Prix and Category Disruptor Special Award, 2018

Saregama, a music company in India, created a new product to monetise its music archive and appeal to older people.

Pedigree Child Replacement Programme

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2018

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

Cochlear: The Hearing Test in Disguise

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

They Would Stay Alive: Dead Poets Society Reloaded

Case Study • SABRE Awards, Gold Sabre Award For Consumer Health, EMEA, 2018

The National Association of Pensioners, a charitable organisation, launched They Would Stay Alive in Hungary, a health awareness campaign to communicate prevention of bacterial pneumonia in the elderly with vaccination.

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.

Monarch: The Year of Nice

Case Study • SABRE Awards, Gold Sabre Award For Travel and Tourism, EMEA, 2018

Monarch, a low-cost airline, launched 2017: The Year of Nice, a campaign in the UK to increase brand awareness, sales and improve consumer perceptions.

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 retirement easier in Japan by launching a multi-media call to action campaign.

How brands are using new media to engage pre-millennial generations

Article • David Ward, ANA Magazine, March 2018

This article discusses the ways brands can engage pre-millennial generations using new media.

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).

What we know about marketing to seniors

Article • WARC Best Practice, January 2019

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.
Understanding the luxury traveller

Article • Brian Carruthers, Event Reports, MRS Luxury Research Conference, September 2018

Luxury travel is a big segment covering a multitude of age groups, emotional types, and decision-making variations; here’s how travel company COMO worked to understand it.
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.
Forget Millennials, target Perennials

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

Explains why, in this world of addressable media, brands would be wise to target people by their attitude and behaviours rather than their age, using fashion brand Gucci as an example.
Old is the new young: How global consumers are challenging ageing

Article • Euromonitor Strategy Briefings, January 2017

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.
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.