Oceania has launched a new campaign that reimagines retirement living via YoungShand.
There is an invisible line in our society. One day you step over it, and you’re deemed “old”. This badge can leave elders feeling isolated. At the same time, the rest of us don’t give much thought to what happens as we age until we or someone we love gets there.
As a result, the retirement and aged care sector has missed out on the kind of transformational change that other sectors have benefitted from. This has done little to quell the feelings many older Kiwis are harbouring. Conscious of the trade-off that comes with moving into a retirement village, between identity and independence, and gaining the extra support they need.
Says Sandra Daniel, marketing manager, Oceania: “Ageing is something common to us all, so we have a vested interest in transforming a category that has stayed largely stagnant for over 20 years. Our new brand platform goes beyond marketing, setting out a bold ambition for our business to continue reimagining the category, led by the latest research and informed by our residents.”
Oceania’s ambition is to reimagine retirement living and aged care for the better through their human-centred approach. So, to launch this to market, YoungShand developed a bold new brand platform – Believe in Better – inspired by a proud Kiwi tradition.
Says Ben Hopkinson, group account director, YoungShand: “Our challenge was two-fold – create a brand platform that framed Oceania’s ambition to reimagine the category and a launch campaign that championed the audience authentically and respectfully. It takes bravery and a trusted relationship to challenge the category norm; we’re delighted Oceania chose to accept that challenge and we’re proud to partner with them to bring it to market.”
YoungShand tapped into something elemental to Kiwis to launch the platform – our human need to strive for better. We’re always looking for ways to improve the world around us. We’re renowned for challenging the status quo, asking ‘why not’ and front-footing changes that have made New Zealand and the world a better place. And the residents from Oceania are no different.
Says Anne Boothroyd, executive creative director, YoungShand: “The campaign puts Oceania residents and their incredible life stories of striving for better at the heart of the communications. It celebrates them as people who have lived incredible lives and who continue to live with a deep sense of identity, connection and purpose.”
The launch campaign sees Oceania taking up the mantle of striving for better from their residents as they reimagine retirement living and aged care for today’s generation and those to come.
The work created by the YoungShand team is a true 360 integrated campaign. Extensive research and strategic work informed the creation of the new brand platform, which has, in turn, informed a new brand identity, website, launch campaign, internal launch and the planning and execution of all media.
Says Andrea Long, head of media, YoungShand: “Over the pandemic, our 55+ audience embraced digital platforms in ways they haven’t before, so we wanted to ensure our story-telling strategy went beyond the traditional mediums of TV and print.
“Throughout the year, we’ll be weaving resident stories into digital content platforms, using technology to build a human connection with the audience. It’s a more contemporary approach for the category, which brings to life Oceania’s focus on the future.”
The launch is YoungShand’s first piece of brand work for Oceania after winning the account in October 2019. The creation of the campaign touched every part of the agency’s integrated mix.
Client – Oceania
Agency – YoungShand
Film Company – Finch
Director – Zia Mandviwalla
Sound Studio – Liquid Studios
Photography – Simeon Patience