Feros are a not for profit organisation who offer residential aged care/respite, home care, home maintenance, veteran’s services, community and respite care, some clever technology to make life easier, help accessing community services and activities, people who can help coordinate local NDIS services and connections to allied health and wellness solutions.
Feros approached Evergreen with a creative campaign which centred around five ‘heroes’ inspirational stories on the same theme of ‘growing bold, not old’. Evergreen were briefed to bring the heroes and their stories to life in order to:
- stimulate/increase awareness
- reposition current brand
- change attitudes within category
The campaign effectiveness was to be measured on brand and campaign awareness pre and post.
Feros’s target market for the Grow Bold campaign was both the user (people aged 70+) and influencer (females aged between 45-64 years) therefore the channels needed to reach both target markets