Retirement village operator Metlifecare says it is enjoying the fruits of a rebranding exercise, developed last year by Freemans Bay-based brands agency Radiation.
The second largest operator in the country had carried out extensive qualitative research through Kantar TNS that revealed insights into the sector and how retirees and their families felt about growing older.
“The new generation of retirees do not feel old or ready to move into their perception of retirement village life,” said Metlifecare marketing GM Blanka Ros. “They thought villages would mean the end of freedom and independence, and being cut off from the community they love.”
The new brand platform, There’s More to Come at Metlifecare, was launched in November along with a new ad campaign that demonstrates the new brand platforms – Play More, Enjoy More, Grow More, Celebrate More.
“From the beginning Radiation and ourselves were ambitious to break away from the generic ‘elder’ advertising of the category; the entrenched misconceptions we are dealing with needed real disruption of thought,” Blanka said.
Busbacks did the business
One of the channels media agency Carat chose for the brand launch was busbacks; an inspired choice, according to Blanka. “We achieved a great deal of cut through with the bus backs, partly due to eye-catching creative and good targeting.”
One of the first manifestations of this are new logos at all its villages, with residents involved in the design and final selection. Each logo reflects the environment and vibrant village community they are part of as well as how the residents want to be represented. For instance, the logo for Titirangi’s Pinesong village is inspired by a G clef (musical notation symbol) representing its choir and the sound of birds singing, while Coastal Villas’ logo reflects its location with a wave forming the letter C.
Simon Gault on board
In February, the company announced a partnership with Simon Gault, under the Enjoy More platform, engaging the chef to introduce his signature dishes and work with kitchen chefs. Interactive cooking demonstrations at five villages ensured residents were fully on board with the initiative which will see new dishes introduced across Metlifecare’s village network.
Radiation conceived a series of initiatives for the residents to take part in, working closely with the villages and capturing the participants’ journeys as real-life evidence that there’s so much more to come at Metlifecare.
NZME’s role
The first of these initiatives launched in May under the Grow More pillar in partnership with NZME. It features video stories of residents involved in the Metlifecare Maker Movement, an initiative that calls on the practical skills inherent in a generation of retirees. Working with The Mind Lab by Unitec, a group of residents is upskilling in technology by learning how to use 3D design, 3D printing and CNC (computer numerical control) cutting for building structures.
Residents were interviewed on their experiences, and four hero residents became the subjects of videos shared on nzherald.co.nz, as well as metlifecare.co.nz, and the company’s Facebook page. Voiced by Sam Wallace of The Hits, the videos screened to date have had an excellent response, says Blanka Ros.
“The videos really tell the story – that there is more to come at our villages – but in a way that is entertaining and inspiring,” she said. “The market responded very positively to them, with the first videos viewed half a million times already, and our residents absolutely loved being part of it.”
Mango juice
The videos were supported by advertorial stories as well as a print, digital and radio campaign. Public relations company Mango has also been engaged to tell the company’s stories across a number of media platforms, with a strong focus on the people living and working at the villages.
About Metlifecare
Metlifecare is a leading New Zealand owner and operator of retirement villages, providing rewarding lifestyles and care to more than 5000 New Zealanders. Established in 1984, it currently operates 24 villages, located primarily in high-value and high-growth regions of New Zealand’s upper North Island. Metlifecare is listed on the NZX and ASX.
CREDITS
Client: Metlifecare NZ
GM Marketing: Blanka Ros
Brand Manager: Vanya Piacun
Internal Communications Specialist: Dominique Crikemans
Senior Marketing Executive: Jo Chee
Marketing Executives: Hayley Daffurn, Varnia Taele
Brand Agency: Radiation
Strategic and Creative Director: Jill Brinsdon
Art Director: Luka Nola
Account Director: Liz Rollo
Account Director: Karin Hall
Designers: Denise Faraco, Sarah Parkinson, Richard Kuoch
Images: BlackBox Photography
Media Agency: Carat
General Manager: Alex Lawson
Strategy Director: Jacquie Bennett
Senior Business Manager: Nick Dykes
Business Coordinator: Tyler Christie
PR Agency: Mango
Managing Director: Claudia Macdonald
Group Business Director: Chloe Hewitt
Senior Account Manager: Max Burt
Account Manager: Aimee Dykstra
Account Executive: Holly Hatch Stevens
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