PROJECT: RETIREMENT PARTY
Concept & strategy
With an aim to broaden the reach beyond daytime TV of a new awareness campaign entitled “Retirement Party”, British Seniors Insurance Agency wanted to better explore the power of social channels to bring their message to a wider audience.
The historical approach to generating content was to repurpose the same DRTV advert into smaller chunks, giving audiences content they have potentially already seen and likely causing them to ignore.
With a film script complete, actors, location and shoot date locked down, it was therefore suggested to look to develop concepts specifically related to the Retirement Party filming which would work in harmony with and support the DRTV campaign. The content would live within the same space as the TV advert but deliver shorter more focused messaging that related to key drivers in the consideration to take up a policy.
Utilising the same actors and location set up, the content was created to be short and impactful, utilising a variety of different delivery approaches that would disrupt and catch the eye in feed, resulting in a suite of varied content that felt like a natural extension of the DRTV campaign.