Retirement living provider, Levande, has launched a new campaign via 303 to show how living in a retirement home provides peace of mind, low-maintenance living, connection and community.
Launching today, the new work ‘Levande Does That’ rolls out across Connected TV, BVOD, online video, social and YouTube – with the latest creative including a new development-focused TVC and six benefit-led video executions that bring key elements of the Levande experience to life.
The new work highlights some of the most compelling reasons residents choose retirement living with Levande, including low-maintenance living, connection and community, the provider’s six-month change of mind guarantee, safety and security, modern homes and wellbeing concierge services.
Levande believes that this latest work is “an intentional investment in building long-term memory structures and mental availability within the retirement living category”.
“Since launching Girls Trip, we’ve seen strong traction in “Levande Does That” and our hero characters Sarah and Grace and our gardener, Levande, who have become some of our most recognisable and valuable brand assets,” said Nik Scotcher, chief sales and marketing officer at Levande.
“With this next iteration, we’re deliberately doubling down. We know that continued growth comes from mental availability. We want to be the first provider people think of when they begin considering retirement living. “Levande Does That” makes the abstract tangible by turning it into simple, relatable proof points people can see, feel and recognise.”
“We know that’s critical in a complex, emotional category. Rather than explaining features, we’re showing what life actually looks like,” Scotcher added.
Chief creative officer at 303, Bart Pawlak said Sarah and Grace had successfully been set up as protagonists who “embody the fun of female friendships”.
Teamed with Levande the gardener and the sticky mnemonic “Levande does that”, they now personify the brand and its ‘no maintenance worries’ promise.
“Creating engaging, consistent brand assets that audiences develop an ongoing relationship with is core to our approach,” he explains.
“It’s how we build sticky, effective brands and Levande is no exception. Having introduced Baby Boomers to our pair of emancipated, life-loving girlfriends, as well as the object of their barely concealed desire, all we needed to do is lean into the dynamic of their relationship. The spectacular results since launch made this the obvious course of action.”
Credits:
Levande Nik Scotcher – Chief Sales and Marketing Officer
Lucy Frizell – Head of Marketing
Kayla Hiscox – Marketing Manager, Brand & Communications
303
Joanna Gray – Chief Executive Officer
Bart Pawlak – Chief Creative Officer
Jody Elston – Chief Strategy Officer
Adam Whitehead – Creative Director
Tiara Lowndes – Copywriter
Jonathon Bates – Group Head
Skye Lanser – Head of Production
Production – CITADEL
Director – Nick Robertson
Producer – Hamish Roxburgh
Director of Photography – Pete Eastgate
Editor – David Cannings
Colourist – Yannis Kronenbourg
Havas
Christina Qazi – Client Partner
Ellishia Maher – Associate Account Director
Amir Atme – Head of Performance
Quyen Ly – Performance Director
