Retirement villages. Moth-ridden, smell like cabbage and jammed with tea drinking old people. Right? Wrong. But this was the perception for Metlifecare, NZ’s third largest retirement village provider.
Increase unprompted awareness by 30% amongst the target audience (All People 75+).
Generate 2,200 leads - +20% YOY.
To prove that Metlifecare was different, we needed to break away from the pack.
Our strategy was to invite non-residents into the world of Metlifecare, by leveraging their desire to learn and grow.
The role of media was twofold:
- Tell the rich emotional stories of residents learning and growing through their passions.
- Invite non-residents into a local village to see for themselves.
We convinced our client to invest 50% of their budget into content creation to tell the stories, and the other 50% to invite non-residents into a village. It was a major shift from their current approach. We partnered with NZME to bring our strategy to life.
Together we created the content-series ‘Makers Movement’
Makers Movement told the stories of residents learning new skills and sharing new found passions with others run as a 90” video. A shortened version ran as pre-rolls, and was created & ran across NZHerald.co.nz & Metlifecare.co.nz, full page advertorials in Canvas and NZ Herald and via paid Facebook. 30” regional radio campaign using ZB and Coast.
2,429 leads generated Jan-June, >10% more than objective
143 happy new residents - the value of a resident varies, but for context the average cost to buy a village apartment is $600,000.
We generated $97.8m in revenue.
40% lift in unprompted awareness
We surpassed the top brand in the category (Ryman) for unprompted awareness.