Metlifecare’s new brand refresh via Radiation promises ‘more to come’ for retirement sector

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billboard2.jpgDemonstrating that retirement and old age are not the end of the road is behind a new marketing campaign via Radiation, for retirement village and care home operator Metlifecare.

The second largest operator in the country carried out extensive qualitative research through Kantar TNS that revealed some surprising, and not so surprising, insights into the sector and how retirees and their families felt about growing older.

paper.jpgSays Blanka Ros, GM of marketing at Metlifecare: “The new generation of retirees do not feel old or ready to move into their perception of retirement village life. They thought villages would mean the end of freedom and independence, and being cut off from the community they love.

“Our residents regularly tell us that moving into a village gave them a new lease of life and that they’ve never been busier. We encourage people to look at village life as a viable option in later life, or something to consider for ageing parents. Understanding the emotive needs of bus.jpgour customers provided excellent insights, including that no one wanted to think it was ‘the end of the road’ or ‘God’s waiting room’, no matter how old they are.”

The new brand platform – “There’s More to Come at Metlifecare” – was developed by brand agency kitchen.jpgRadiation, and launched in November last year, along with a campaign that demonstrates the new brand platforms – Play More, Enjoy More, Grow More, Celebrate More.

Says Ros: “From the beginning Radiation and ourselves were ambitious to break celebrate.jpgaway from the generic ‘elder’ advertising of the category; the entrenched misconceptions we are dealing with needed real disruption of thought.”

One of the channels media agency Carat chose for the brand launch was bus backs; an inspired choice, according to Ros: “We achieved a great deal of cut through with the bus backs, partly due to eye-catching creative and good targeting.  We received lots of positive feedback. We’re not surprised our competitors have now followed our lead.”

As part of the branding process, the company reviewed its philosophies around care and customer experience. 

Says Ros: “Our brand promise is to have a progressive and customer-focused approach to ensure that there is in fact more to come for residents.  Part of this is looking at the way we can empower them to shape their experience while living in a Metlifecare community.”

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.

In February, the company announced a partnership with Simon Gault, under the ‘Enjoy More’ platform, engaging the well-known 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.

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 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.  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.”

These videos are 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.

Says Ros: “We’re really pleased with our efforts to date. A lot has been achieved in a short time and we feel momentum is building. We plan to repeat the research shortly to measure our impact on changing perceptions about both our brand and the sector.   You can be sure that there will be more to come from us.”

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

Designer – Denise Faraco

Designer – Sarah Parkinson

Designer – Richard Kuoch

BlackBox Photography

Media Agency – Carat

General Manager – Alex Lawson

Strategy Director – Jacquie Bennett

Senior Business Manager – Nick Dykes

Business Co-ordinator – 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