‘Meet Billy’: Aged care tech solution launches campaign via Thinkerbell

Billy is the name of both an online aged care solution and the elderly character demonstrating its benefits in a new campaign via Thinkerbell.

Adam Ferrier, chief thinker at Thinkerbell, said that the businesses considered delaying the launch of the campaign due to the COVID-19 pandemic, however it was decided that the product was more important than ever.

“The timing of the launch has been set in place for some months. With the current situation on coronavirus, we considered moving the launch back however, in consultation with Billy it was decided  that now, more than ever, connection to older loved ones is even more critical. And Billy allows families to be aware of the wellbeing of their parents or grandparents, without the need for physical interaction,” Ferrier said.

The ads show Billy going about his daily business – getting coffee, golfing, taking medication and using the bathroom – and triggering his Billy sensors that feeds information to a family member’s phone.

Jim Ingram, chief tinker at Thinkerbell, said the goal of the campaign was to make the product the hero.

“Working with Billy has been a joy. We’re pleased to help take Billy to market and believe that it’s helping give people a choice in how they want to live. The communications are obviously bold in approach, but they’re simple and the product is the hero. The work is designed to get noticed and to create the intrigue for people to search “meet Billy” to find out more,” Ingram said.

Tim McDougall, co-founder of Billy, said: “Our company is an innovative solution to aged care, so we wanted to make sure our ads were as unique to the category, as our business is. We’ve been in conversations with Thinkerbell for a while and were attracted to their understanding of the psychology and behaviours of older people and their connections to family, and ultimately how they helped us define our strategy and creative outputs.”

The campaign will appear across TV, social, print, and PR.

The search term ‘Meet Billy’ delivers the Billy website as the top result.

Thinkerbell is also responsible for the campaign’s media buy.


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