The leading retirement village operator’s first marketing campaign – set to run on TV, print, radio, and online – aims to challenge outdated perceptions of life in a retirement village.
"There is a disconnect between how people perceive retirement and how they perceive retirement living," Kevin McCoy, CEO of Levande. "We saw a real opportunity to change that. Our new campaign aims to shift the conversation by showing that retirement living, done well, isn't abut giving things up — it's about gaining time, freedom and connection.
"We've deliberately stepped away from the clichés, with playful, beautifully crafted ads that reflect our brand promise: Everyday Exceptional. Whether it's a quiet cup of tea in the sun or a spontaneous laugh with a neighbour, the simply things really can be extraordinary — and what's what Levande is about."
The campaign is underpinned by research from marketing consultancy Wingmaven, which found that nearly half of all Australians over the age of 70 said their happiest times came after 50. Levande wanted to showcase that in the work, by creating this new mantra of Everyday Exceptional.
“It was important to reframe this next stage of life to be focused on the benefits of adaptation, and an acceptance that there is still good to come,” Jody Elston, Chief Strategy Officer at 303 Mullenlowe Sydney, said.
“And it’s actually the ordinary experiences that make us happier as we get older and develop a greater appreciation for living in the moment. So, we wanted to represent happiness not as an end-state, but a decision you make every day to be present and appreciate the little things.”
The target market is people aged 65-plus and their families, who are often strong influencers in any decision to enter retirement living.
The campaign is also aiming to address the operator's ageing clientele. The average age of new residents moving into a Levande village is 77, which has increased from 75 a few years ago. The overall average age of residents is 81.
