Article
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WARC Best Practice, November 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.
Article
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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.
Case Study
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Emile Atallah, Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2020
Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.
News
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17 June 2020
SeeMe, a direct-to-consumer beauty line targeted at women over 50 years old that is made by Procter & Gamble, is tapping nuanced insights to ensure it fully matches the self-perception of its target audience.
Case Study
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Design Business Association, Design Effectiveness Awards, Silver, 2020
Barnsley Premier Leisure, a sports and leisure facility, increased memberships in the UK by creating a new brand identity and featuring real people in its imagery to better connect with its target.
Case Study
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SABRE Awards, Gold, North America, 2020
Sanofi Pasteur, a pharmaceutical company, increased vaccination rates in adults in the US by sharing personal stories that showed how dangerous flu can be.
Case Study
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SABRE Awards, Gold, North America, 2020
Omron Healthcare, a healthcare products brand, promoted its blood pressure smartwatch by launching at CES in the US and creating a PR dinner that provided the press with samples of the product.
Article
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GlobalWebIndex, WARC COVID-19 Series, April 2020
This third wave of GlobalWebIndex's multi-market study, fielded in 17 countries between April 22 - 27, shows how the picture is evolving as some countries hope to enter the recovery phase of the coronavirus pandemic.
Case Study
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Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Innovation, 2020
Health organisation The Alzheimer Foundation of Thailand created a tool to help slow the rise of Alzheimer's disease in Thailand.
News
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20 April 2020
Boomers are often overlooked by marketers but they’re more active and wealthy than ever before and share many of the same consumer behaviours as much younger demographics – which means they should be an exciting market for brands.
Article
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Rachel Deacon, WARC Exclusive, April 2020
Boomers are often overlooked by marketers but are a powerful consumer demographic that brands can’t afford to ignore.
News
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29 January 2020
Samsung, the electronics giant, is finding new ways to engage and serve older consumers, who could often benefit from using smart digital tech in their daily lives.
Article
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Geoffrey Precourt, Event Reports, CES, January 2020
Samsung, the electronics giant, is finding new ways to engage and serve older consumers, who could often benefit from using smart digital tech in their daily lives.
Case Study
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Data and Marketing Association, Gold, 2019
The Guardian, a newspaper brand, increased its print subscriptions in the UK by creating a series of out-of-home posters and tube panels that made a nod to digital detoxing.
Article
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John Obrecht, ANA Magazine, ANA Magazine, November 2019
Boomers are the generation that profoundly altered perceptions of growing old, but one wouldn't know it judging from the attention marketers give to them.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
News
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30 October 2019
Brands in Australia are not spending enough time and attention on those who have the most money to spend – consumers aged 50 years and over – according to a new report by WPP AUNZ.
News
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15 October 2019
With China a crucial market for global luxury, brands and retailers need to be alert to shifts in consumer behaviour; Jing Daily identified several trends from the recent Golden Week holiday.
Case Study
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MMA Smarties, Finalist, LATAM, 2019
Brahma, a beer brand, developed a geolocation-led banner that took Argentinian users directly to the check-out basket of its newly partnered, on-demand app, Rappi, successfully increasing sales.
News
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27 September 2019
DC Thomson, the UK publisher with titles ranging from the Dundee Courier to the iconic Beano comic, has launched a premium monthly magazine aimed at women aged over 55 and it is confident advertisers will want to reach this demographic.
News
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25 September 2019
Contrary to received wisdom, Baby Boomers are not disinterested in the launch of a new product or service, but they are unlikely to adopt it until it has been recommended in some manner, new research suggests.
Case Study
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Nainika Chauhan, Mehak Jaini, WARC Prize for Asian Strategy, Entrant, 2019
Pay-TV channel Sony Max 2 used a multichannel strategy to boost brand recall and viewing times in India.
Case Study
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The Communications Council, Bronze, Australian Effie Awards, 2019
Volkswagen, an automotive brand, increased premium sales of its Amarok pickup truck in Australia by launching four campaigns that uncovered its ute (utility vehicle) dramatically after an unbranded and disguised ad.
Case Study
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The Communications Council, Bronze, Australian Effie Awards, 2019
Tourism Central Coast, a tourism operator for the Central Coast in New South Wales, increased visits to the Coast by launching a series of TVCs that used a snow dome device to show little adventures.
Case Study
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Design Business Association, Silver, 2019
Warner Edwards, a distillery, redesigned its bottle to represent the same passion and attention that went into making its gin, in order to increase on and off trade sales in the UK.
