That is the question RetireAustralia is posing to potential residents of the Glengara Care facility. They asked us to help them reach both their 80+ audience and the slightly younger influencers—their children—to communicate what sets Glengara Care apart.
While Glengara Care has been described as the ‘genuine alternative to aged care’, it often isn’t clear what exactly sets the facility apart from residential aged care facilities. The differentiators ultimately come down to the provision of care: Glengara Care offers care that is personal, loving and delivered in a manner that preserves the recipient’s independence.
The ‘Your Care Factor’ campaign was required to generate leads (and sales) while building awareness around Glengara Care, in comparison to some of the well-known aged care alternatives.
The core of the campaign was built from the concept of ‘care’. We drew out two meanings from ‘Your Care Factor’—not only the level of care provided by the facility, but also the decision-making factors that each potential buyer personally cares about. The term ‘care factor’ is deeply familiar, perhaps not so much to the 80+ year old resident market, but more so to their children—the key influencers of this campaign.
We created three television commercials that pose the question of ‘What is your care factor?’ by contrasting the realities of people struggling physically and emotionally in a home that doesn’t suit their needs against people receiving the unparalleled care offered at Glengara Care.
While the videos showcase Glengara Care’s differentiated care offering, the advertisements themselves separate Glengara Care from the alternatives. They’re provocative, fresh and engaging.
This project certainly wasn’t an easy one. The final product is the result of fierce determination—both from NWO and RetireAustralia—in the face of adversity such as COVID-19 restrictions, risks and vulnerability. The video shoot was rescheduled numerous times and often our careful planning was swapped out for quick thinking and adaptability. The end result, however, was worth every bit of effort.