Aged care provider Southern Cross Care has launched new brand Southern Plus backed with a campaign promoting it to customers who still see themselves as independent.
The latest campaign targets the “independent generation”
The communications for the new home care brand, Southern Plus, was created by 303 MullenLowe while the branding was developed by FutureBrand.
New Southern Plus brand developed by FutureBrand
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An ad at the centre of the campaign features elderly people speaking about life achievements, such as a man building his own home and a woman building her wedding dress from scratch.
The spot ends with the line “You’ve never been the retiring type, you’re the independent generation,” recognising the elderly do not necessarily want to retire and need age cared services focused on their needs.
https://youtu.be/F8cpxErPp3E
Jane O’Halloran, GM of strategy at Southern Plus, said the new brand work “captures our positive strategic intent for Southern Plus, while 303 MullenLowe showed an incredible depth of understanding of our business and an empathy with the audience.”
Al Taylor, 303 MullenLowe’s Group Managing Director, said in a release “In a hotly contested market, brand and communications will be essential to Southern Plus’s future successes.”
Commenting on how the branding came to life, Richard Curtis, CEO of FutureBrand ANZ & South East Asia said the agency worked closely with the aged care provider, getting involved in the world of clients and carers.
“It’s been an emotional journey at times and we’ve harnessed this emotion in building the Southern Plus brand to focus on the things that matter most,” Curtis said.
The campaign will run across TV, radio, print, out of home and digital.
Credits:
303MullenLowe:
- Creative Director: Richard Berney
- Creative Team: Dave Wilson, Ross Dungey
- Strategic Planning: Derry Simpson, Brad Hyde
- Digital: Peter Liddell, Alex Graham
- Business Management: Mike Naylor, Jenna Hardie
Production:
- TV Production: Siamese (Antony Webb director, Francesca Hope producer)
- TV & Radio Sound Design: SoundByte (Brad Habib)
FutureBrand:
- Chief Executive Officer: Richard Curtis
- Strategy: Doug Nash, John Corleto
- Creative: Mick Boston, Ed Hall, Ekaterina Leontyeva, James Cooper
- Account Management: Maud Weulersse, Federica Pala, Katherine Monk