Briefing: Create a campaign concept that is attractive to seniors and their caretakers. This campaign should include a TV commercial, advertorials, door-to-door flyers, a website and a social campaign.
Goal: Creating awareness for the European Care Residences and raising the number of applicants. Generate traffic to www.ecr.eu where people can find information about the residences and the different locations.
Idea: A lot of older people life with the fear that, when they have to life in a retirement home, they cannot do what they have always loved. Yune created a positive campaign concept, to show that at ECR the elders still can life their own life and do the things as they are used to: “Growing old your way”. The campaign shows personal stories from real ECR residents who, for example, still like to maintain their appearance or love to eat at a restaurant. In the Facebook campaign, we wanted to engage in conversations with caretakers and generate traffic to www.ecr.nu.