Launching Brisbane’s most exciting new retirement community
For all the projects we’ve undertaken with long-term client RetireAustralia, Arcadia would rank as the most ambitious. The Arcadia Retirement Living complex is Brisbane’s newest and most exciting retirement offering. Featuring 169 premium apartments in the masterplan community of Parkside Yeronga, Arcadia is truly one of the new jewels in the crown of the RetireAustralia property portfolio. This was a true “from go to whoa” project for our agency. We were tasked with initial naming and branding responsibilities before producing a full launch campaign. So all our strategic and creative juices were flowing.
Challenge
Modern retirees are an astute and discerning market. It’s not enough to just offer them a great living space in a desirable location (which of course Arcadia has in spades). We had to appeal to their lifestyle aspirations and satisfy their need for community and connection. A key challenge was also recognising that every retiree is different while maintaining a broad appeal for Arcadia. This challenge formed a key part of the eventual creative strategy and campaign executions. Traditionally, RetireAustralia has had a strong focus on care and support offerings. We were required to shift focus on this campaign to reflect, that while care remains important to this changing target market, there are now other factors at play that significantly determine their choice of retirement living.
The spark
Retirement living is a massive investment. Keen strategic thinking is required to bring together the right people and the right property. For Arcadia, our agency team worked closely with the RetireAustralia crew to develop rock-hard strategic foundations for the launch campaign. Everything revolved around the target market. Key research and target profiles provided valuable insights into our audience, which formed the base of the creative brief. We were able to do a deep dive into our primary target groups and evolve a greater understanding of their shifting perceptions on retirement, personal value sets and critical decision influences.
Creative
We knew there were boundaries that needed to be pushed to make the creative impact required for such an important launch. That meant leaning heavily into the personalities of potential residents and showcasing what they wanted out of retirement living.
Under the creative theme of “Simple Pleasures”, we represented authentic lifestyle scenarios available to Arcadia. These included private cinema nights, tai chi classes, coffee at the local café, snooker games and catch-ups in the resident’s bar.
Our major creative objective was to instil real personality and joy into the marketing. “Simple Pleasures” provided a successful platform for this as we explored the personal quirks of everyday Australian retirees and their dreams.
Aside from a focus on the individuality of retirees and their lifestyles, we put a strong emphasis on community and connection. Retirees naturally want to be around like-minded people and our communications needed to reflect the tribal nature that Arcadia could afford them.
The creative deliverables included 2 x 30 second and 4 x 15 second video executions for online and television, along with radio assets.
Outcome
The campaign launched in October 2025 and represented the first stage of the Arcadia marketing project, with media activity planned to occur in tandem with the completion of three new buildings.