'Own Your Retirement’ with Audley Villages
We’re proud to share ‘Own Your Retirement’, a new communications platform for Audley Villages, the award-winning luxury retirement property company.
Audley Villages asked us to create a powerful new brand idea that would emotionally engage customers to raise awareness and consideration with those most open to moving home in later life.
Following extensive research with property owners in their 60's and 70's with an interest in the luxury retirement living market, we knew we needed to appeal to their strong sense of independence and enjoyment of their current lifestyle. Our strategy was rooted in the reality that owning an Audley property doesn’t give you a better life, it works better with the life you already have.
‘Own Your Retirement’ invites our audience to see Audley as a distinctive, exciting and life enhancing brand for them. It successfully reframes Audley as a brand whose luxury retirement living is perfect for the way our target audience lives now, just with an extra bit of help when needed. ‘Own Your Retirement’ has been brought to life with a fully integrated campaign of press and digital advertising, social and online content and direct mail.
The idea and campaign was wholly produced during the pandemic and acknowledges this audience’s focus on wellbeing, safety and reliability.
‘Own Your Retirement’ is now live nationwide. Massive well done to our team for conceptualising and creating this exciting new platform.