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.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

Gen Z, seniors and the affluent: Three Asian consumer segments to watch

Article • Low Lai Chow, Event Reports, Ipsos PEEL: The Changing Face of The Asian Consumer, April 2019

Market research company Ipsos advises on how brands can better understand Asia's fast-evolving Gen Z, seniors and affluent demographics.

The perennials: The future of ageing

Article • Research on WARC, April 2019

Looks at our ageing societies and the challenges and opportunities they face as ageing generations are having larger effects on populations around the world.

Robinsons: Revitalise

Case Study • Harriet Sanders, WARC Awards, Shortlisted, Effective Innovation, 2019

Robinsons, the long-standing UK fruit squash brand, turned around declining sales by revitalising its core range of soft drinks to deliver volume and margin growth for brand owner Britvic.

Abbott: Gift of Strength

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Food Products, 2018

Abbott, a healthcare company, increased market share in Singapore by launching an emotive video campaign, aimed at caregivers, which showed the importance of strength among seniors.

Baby Boomers: Consumers in their golden years

Article • Euromonitor Strategy Briefings, March 2019

Reviews the global demographic setup, income and key traits of Baby Boomers, while giving insights and examples into what businesses can do to target this consumer segment.

Behind the Effective 100 Rankings: Saregama’s Sweet Sound of Success in India

Rankings • Kawal Shoor, Rankings Articles, March 2019

India’s oldest music label Saregama ranks at number one on the Effective 100 rankings with its retro music box aimed at an older generation of music fans.

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.

Baby Boomers: Consumers in their golden years

Article • Euromonitor Strategy Briefings, March 2019

Reviews the global demographic setup, income and key traits of Baby Boomers, while giving insights and examples into what businesses can do to target this consumer segment.
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.
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.