Innovative approach resonates across generationsįashion and beauty brands have always been focused on youth. The result was higher dwell times and a stronger nudge to the desired response. Revealing the app’s features through thought-provoking prompts called on a bit of rational thinking on the part of the audience. We often fall into the trap of infantilising older people when talking about technology, so appealing to their intelligence was a natural way of piquing their curiosity.įinally, we have all heard a great deal about campaigns that engage with people’s System 1 thinking and instinctive decision making.īut this campaign showed that System 2 thinking can reap great rewards, too. It was encouraging to see this done for a tech product. This campaign had a laser-like focus on the mindset of older Telegraph readers – ten times more likely to do crossword puzzles in newspapers than the rest of the UK. It shows that clever media targeting can work creative miracles. To drive uptake, the bank partnered with newspaper The Daily Telegraph to create a series of crossword-style ads which revealed the app’s features as answers, engaging the viewer with a clever campaign that rewarded their intelligence.Īs a result, 56% of readers went on to visit the website and 44% went on to download or use the app, an outstanding result given it had previously been impossible to even get close to double digits. Lloyds Bank had a market-leading banking app, but its older customers weren’t engaging with it. Contextually-relevant creative piques curiosity So when looking at some of the best work that emerged from last year’s WARC Media Awards’ Partnerships & Sponsorships category, it was encouraging to see a number of ideas that bucked this trend, and spoke to older audiences in new ways. As Alex Murrell wrote, only 5% of advertising dollars are targeted to adults 35-64, which is to say nothing of over-50s, who are practically invisible in the advertising landscape. Yet to many marketers they might as well not exist. Not only do older audiences have far more money (and spend it at higher rates than younger people), they have more free time on their hands, and a smaller roster of brands vying for their attention. This seems nothing short of neglectful given – as this article by Campaign points out – over-50s make up a third of the UK’s population but hold 80% of its wealth. Millennial and Gen Z briefs dominate our output, to the detriment of work that engages older people. Both in terms of our own staff make-ups, as well as the audiences we target. Much has been written about how agencies have a youth bias. Boys + Girls’ Jack Murphy explores work that used sponsorships to successfully engage an older demographic relevant to a post-pandemic audience.
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