With an aging Australian population, ‘LiveWell’ is an important collection in the Caroma portfolio. Many people are choosing to stay in their own homes for longer and are seeking products that will help maintain their independence, whilst insuring safety. They also want a bathroom that looks and feels homely without being sterile or clinical.
Caroma briefed us to create an integrated campaign to communicate primarily to carers who are helping their family members (usually parents) stay in their home longer. We created the key message, “Live Safe. Live in style. Live Well” and partnered with Dr Andrew Rochford as the spokesperson for the campaign, to help educate carers about safety as we age, products available and how to use them. In addition to producing a video series, hosted by Dr Rochford, we created:
- The LiveWell campaign strategy
- Point of sale – brochures, information leaflets, floor and wall decals, large format posters
- ATL – catch up TV, digital, social media
- Education – video content series, Tonic TV in Dr surgeries, social media, online/exponential, in-store POS
The LiveWell campaign is in market from March 2020. To view the video series click here.