New campaign for Juniper Aged Care by BBAM shows you can get good help these days
For the elderly, living at home with the support of professional care services, is proven to be the most effective model for a healthier, longer life.
To build its brand awareness, aged care provider Juniper engaged BBAM to create a TVC campaign to complement the Glide Agency’s digital strategy.
BBAM CEO John Booth said the agency had taken a different and unexpected approach creatively.
“In the past, aged-care has been treated in a very serious manner, often presented as almost the last part of our life experience. We wanted to change that and have some fun. Our animated characters, interacting with vibrant, real-life talent presented in everyday scenarios, cuts through the clutter with easily recognisable, unique branding. And at the same time, it communicates our message very simply and clearly. The creative execution is both unexpected and relevant”.
Roley Myers, Juniper’s Manager of Communications and Public Relations, said: “Consumer directed care is driving an increase in promotional activity and competition amongst aged care providers. A well-executed broadcast and digital campaign is at the heart of our strategy. With TV led by BBAM, and with Glide Agency on the digital side, we have created a memorable and colourful campaign that will differentiate us from other providers. We wanted authenticity and something very different. So, with the help of our retirement residents in Bentley, we had live actors and they loved being involved! And our staff are enthusiastic about the campaign and feedback so far has been great: our message that ‘Juniper Cares’ is unmistakable”.
Credits
Client: Roley Myers
Account Director: John Booth
Account Executive: Drew Mann
Creative Director: Dean Graham
Art Director/Props: Keith Hammond
Animation: Dale Simmonds
Production Co: Sandbox
Producer: Clint Logan
Director: Ross Tinney
Editor: Tony Bannan
Audio Post: Brad Habib
Sound Studio: Soundbyte