AUCKLAND, Today Oceania Healthcare’s vision to reimagine retirement living has been brought to life in a new integrated campaign via Ponsonby indie YoungShand. The launch is YoungShand’s first piece of brand work for Oceania since winning the account in 2019.
Oceania marketing manager Sandra Daniel said: “There is an invisible line in our society. One day you step over it, and you’re deemed ‘old’.
“This badge can leave our elders feeling isolated. At the same time, the rest of us don’t give much thought to what happens as we age until we or someone we love gets there.
“Our new brand platform goes beyond marketing, setting out a bold ambition for our business to continue reimagining the category, led by the latest research and informed by our residents.”
To launch this to market, YoungShand developed a “bold” new brand platform – Believe in Better – inspired by a proud Kiwi tradition.
“The creation of this campaign touched every part of the agency’s integrated mix.”
YoungShand GAD Ben Hopkinson said: “Our challenge was twofold – create a brand platform that framed Oceania’s ambition to reimagine the category, and a launch campaign that championed the audience authentically and respectfully.
“It takes bravery and a trusted relationship to challenge the category norm; we’re delighted Oceania chose to accept that challenge and we’re proud to partner with them to bring it to market.”
“The work created by the YoungShand team is a true 360 integrated campaign. Extensive research and strategic work informed the creation of the new brand platform, which has, in turn, informed a new brand identity, website, launch campaign, internal launch and the planning and execution of all media.”
YoungShand head of media Andrea Long said: “Over the pandemic, our 55+ audience embraced digital platforms in ways they haven’t before, so we wanted to ensure our storytelling strategy went beyond the traditional mediums of TV and print.
“Throughout the year, we’ll be weaving resident stories into digital content platforms, using technology to build a human connection with the audience. It’s a more contemporary approach for the category, which brings to life Oceania’s focus on the future.
“The creation of the campaign touched every part of the agency’s integrated mix.”
Agency: YoungShand Creative & Media
Film Company: Finch
Director: Zia Mandviwalla
Sound Studio: Liquid
Photography: Simeon Patience
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