Now is your time: marketing to over 55s

What we did

Aveo Lindfield Gardens wanted to reposition itself as a must-live-in retirement community to boost sales enquiries from self-funded seniors (75+).

Our research highlighted that this is a sensitive purchase, the decision mostly made by women. Older prospects are reluctant to move while younger prospects don’t see themselves in a retirement village.  Moving from the family home is a tough decision, made harder by difficult circumstances, such as loss of mobility or a partner. Time to change the conversation to one of empowerment, foregrounding warm, contemporary and local.

The brand positioning, strategy and campaign messaging emphasised taking control by downsizing in the same much-loved neighbourhood, preserving cherished individuality and freedom.

We crafted a friendly, feminine and sophisticated brand that emphasises empowerment. By dialling down the national brand, we played to the strengths of the unique Sydney North Shore location. The campaign delivered strong enquiry.

* In partnership with McDowall Creative