Encouraging visitation and appointments
Aveo is Australia’s leading provider of retirement and aged care communities, with over 90 communities across Australia.
Here’s the thing about retirement community living – according to the people who live there, it’s something they’d wished they’d done years earlier. But to many people nearing retirement age, there is a certain degree of confusion with aged care and all the negative connotations that can have. Our brief was to change that perception and get people to come along and see for themselves the sense of community and sheer good fun that residents enjoyed.
We developed a campaign theme that gave prospects an opportunity to see Aveo community residents doing what they do best – enjoying retired life in an environment of fun and friendship. The Aveo Rocks! events were a series of 1950s inspired rock ‘n roll parties where residents were encouraged to invite their friends along to experience the fun and camaraderie. These events were rolled out at most of Aveo’s 90 plus communities across Australia.
The community residents took to the concept with enormous enthusiasm, helping to create a party to remember at each village that participated. In addition, they invited a huge number of their friends, many that possibly wouldn’t consider a retirement village as a living option for themselves. This created a steady flow of return visits and subsequent sales of Aveo apartments.
The campaign was so successful that it’s now become an annual event.