Revitalising a brand under stress
30 second television
Aveo is one of Australia’s leading providers of retirement and aged care communities, with over 90 communities across Australia. Operating in a sector where public trust is at an all-time low and frequently under the microscope of government scrutiny, the industry at large continues to face major brand challenges.
Buyers of retirement community homes are no longer willing to accept that a single type of purchase contract is suitable for all. People are looking for increased flexibility, different payment options and guarantees around resale. Our brief was to name a new contract offering that addressed these concerns and to create a campaign that would open the door for conversations with new prospects.
We responded with a campaign that highlighted the range of new Aveo contract provisions that would deliver greater ‘Certainty’ around your rights and obligations. The TV and Radio executions featured a newly-commissioned music track from award-winning Australian composer and musician Jesse Marantz which has been produced as a long-term musical signature for the brand.
Prospects were drawn to the key Aveo channels of phone and website, with take up of the new options above expectations.