New friends, new adventures and a new outlook on life – that’s what retirement is all about, and what the new Summerset Group-FCB New Zealand campaign aims to showcase.
The ‘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 the country.
The campaign focuses on residents engaging in a variety of activities, accompanied by Supergrass track ‘Alright’.
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.
Summerset General Manager Marketing and Communications, Kay Brodie says: “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.”
FCB Wellington Managing Director, Sean Keaney says: “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.”
The campaign’s initial response and engagement has been extremely positive.