New friends, new adventures, new outlook on life – that’s what retirement is about and that’s what a Summerset Group-FCB campaign aims to showcase.
The new “Think Summerset” TVC flips the idea that retirement is about slowing down. It aims to resonate with its target demographic with a fresh new look and feel, highlighting the fact that age is just a number and capturing the vibrant nature of life at one of Summerset’s many villages across Aotearoa.
The campaign focuses on residents engaging in a variety of activities, accompanied by Supergrass track Alright, and the initial response and engagement has been extremely positive.
One long-form TVC has been produced together with four shorter cutdowns, with media planning covered by FCB Media.
The TVC is further complemented by a suite of print, radio and OOH executions.
Says Kay Brodie, general manager marketing and communications, Summerset: “Our residents have told us retirement isn’t for slowing down.
“It’s for having fun and getting out and enjoying life. It’s also about the new friendships and supportive community that a Summerset village can provide. We have loved bringing our residents’ stories to life in this creative.”
Says Sean Keaney, managing director, FCB Wellington: “We know Summerset have a deep respect for their residents, putting them at the heart of everything they do. Ensuring we reflect the real-life fun and frivolity of the residents and getting their feedback throughout has enabled us to craft something warm and true-to-life in a Summerset retirement village.”