New campaign by YoungShand reimagines retirement living

To highlight Oceania’s ambition to reimagine retirement living and aged care through their human-centred approach, YoungShand developed a new brand platform – Believe in Better.

Ben Hopkinson, YoungShand Group Account Director says: “Our challenge was two-fold – 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.”

Sandra Daniel, Oceania Marketing Manager says: “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.”

It’s a true 360 integrated campaign. Extensive research and strategic work informed the creation of the brand platform, resulting in a new brand identity, website, launch campaign, internal launch and the planning and execution of all media.

YoungShand’s Head of Media, Andrea Long says: “Over the pandemic, our 55+ audience embraced digital platforms in ways they haven’t before, so we wanted to ensure our story-telling 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.”

It’s YoungShand’s first piece of brand work for Oceania after winning the account in October 2019. The creation of the campaign touched every part of the agency’s integrated mix.

See it here.

CREDITS:

Client – Oceania

Agency – YoungShand

Film Company – Finch Company

Director – Zia Mandviwalla

Sound Studio – Liquid Studios

Photography – Simeon Patience

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