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.
over delivery of lead generation
ROI generated for every dollar spent.
lift in unprompted awareness, taking top spot in the category
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:
1. Tell the rich emotional stories of residents learning and growing through their passions.
2. 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.
BC&F Dentsu: A Moment Against Silence
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devastating suicide statistics amongst Kiw...
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
BC&F Dentsu: Tower
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
BC&F Dentsu: Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
iProspect: Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Transforming search and performance. Being efficient in bottom of funnel conversions to re-invest into long term business benefits.
iProspect: Les Mills on Demand
Locally driven technology product, pushed globally increasing expansion and driving growth
AMNET: Air NZ Queensland
Use of dynamic remarketing and granular targeting to drive engagement
WiTH Collective: ASB, True Rewarden
Turning a rewards scheme into a Kiwi icon for ASB.
Following the massive success of the first campaign, we brought the True Rewarden back to continue her mission to get more Kiwis rewarded.
Carat: Holden, Putting women in the drivers seat
Car buying, and especially when it comes to traditional, large engine cars such as Holden's, has long been seen as the domain of men. We set out to change that stereotype and deliver fantastic s...
Carat: Air New Zealand, A Fantastical Journey
The safety video is usually the least-interesting part of a flight. Air NZ needed theirs to be engaging pieces of content on and off the plane.
Vizeum: Fletcher Building, Intercepting Tradies
We turned a brand that was originally created as a pilot into a permanent reality and helped change the building supplies landscape in NZ forever.
Isobar: House of Travel - Better Bucket List
In line with House of Travel’s above-the-line brand launch (Better Together) we invited the nation to Get A Better Bucket List. The campaign centred around an intuitive and intelligent microsite...
MKTG: Auckland Homeless Count
MKTG facilitated the first Auckland-wide Homeless Count. On one night in September 2018 the count covered nearly 5,000 square kilometres of Auckland, required 8 sub-regional hubs and more than 1...
AMNET: Heineken 0.0%
Use of cross channel targeting to maximise exposure to users' mental availability for the launch of an exciting new product
Carat: Metlifecare, Bringing life to Retirement Villages
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 pr...