Lifestyle Communities Encourages Older Australians To Downsize To A Bigger Life In New Campaign Via AIRBAG & By All Means.
Lifestyle Communities, an ASX300 listed developer and operator of high-quality, cost-effective communities for over 50s has launched a new through-the-line campaign via AIRBAG and By All Means.
“At Lifestyle Communities our mission is to enable working, semi-retired and retired people over 50 to purchase a new home at a truly affordable price,” said Acting Head of Marketing, Carmen Petropulo.
“We were keen to articulate the many common “triggers” that lead people to consider downsizing in a way that felt true to our brand, our customers and our homeowners. This campaign beautifully articulates that final penny drop moment, followed by the joy that often comes with the decision to finally let go of the family home and move on to much bigger things.”
Lifestyle Communities homes are priced at 75-80 per cent of the value of the local median house price, which allows purchasers to free up the equity in their current home to not only buy a brand new house, but have enough money left over to do the things they’ve always wanted to do like travelling, a new car, or spoiling the kids and grandkids.
Adrian Bosich, Managing Partner, AIRBAG said, “having experienced a relative of mine move into a similar community, I saw first hand how positively it transformed her life.”
“This insight was a great motivation to help Lifestyle Communities create a campaign that would communicate this life-changing model. Key to this was choosing the right creative partners to collaborate with, and By All Means were the perfect fit.”
Ed Howley, Creative Partner at By All Means said, “partnering with AIRBAG on this project meant that we knew, right from the start, our ideas would be in great hands.”
“And in a category that’s not exactly renowned for its creative ambition, we’re thrilled to have helped create a campaign that doesn’t feature another group of old blokes standing around the barbie patting each other on the back.’
The campaign is live now across free-to-air, full page press, digital and social.
CREDITS
Client – Lifestyle Communities
Managing Director: James Kelly,
Acting Head of Marketing: Carmen Petropulo
Head of Sales: Richard Parker
Production Company – AIRBAG
Director: Ben Saunders
Producer: David Curry
Post Producer: Nick Venn
Managing Partner: Adrian Bosich
Production Manager: Jess Junor
DOP: Simon Walsh
Editor: Michael Houlahan
Online: Chris Reynolds
Colour Grading: CJ Dobson
Agency – By All Means
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Managing Partner: Mat Cummings
Audio Production: Rob Stephens (Bang Bang)
Photographer: Garry Moore (Miss Bossy Boots)
Retoucher: Dave Mercer
Please login with linkedin to comment
Latest News
Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Facebook To Expand Transparency Around Political And Social Issue Ads In Australia
Facebook has announced the expansion of initiatives focused on increasing transparency and controls around social issues, electoral, and political ads in Australia. According to a blog post from Facebook, while political ads play an important role in every election, customers have said they want the option to see fewer of these on their Facebook and […]
Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
Tommy Hilfiger’s Former Global CMO Joins Celebrity Cruises
Celebrity Cruises has appointed its new marketing chief who, it turns out, isn’t all that famous.
COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
DEADLINE WARNING: Entries For Best Of The Best Awards Close Next Friday!
Consider this our FINAL WARNING about Best of the Best entries. Well, at least until we remind you again next week.
“Mike Hunt, Hugh Janus & Mike Oxlong!” Right-Wing Broadcaster Gets Pranked By Its Own Viewers
B&T warns this article comes with a number of puerile schoolboy jokes.You'll almost get afternoon detention reading it.
Saatchi & Saatchi Appoints Georgia Jones Melbourne General Manager
Big news out of Melbourne today. A new GM for Saatchi & Saatchii & someone spotted in Flinders Street not wearing black.
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Australian Geographic And Tourism Australia Partner For Special Edition, ‘Australia’s Quiet Places’
As domestic travel booms, AUSTRALIAN GEOGRAPHIC has partnered with Tourism Australia. Together, they have produced a special edition that reveals the nation’s best-kept secret locations across all states and territories. The collaboration highlights the hidden gems on our roads less travelled, expanding tourism into many places that will no doubt welcome a boost to local […]
Thursday TV Wrap: Two-Minute Noodle Challenge Sees MasterChef Top Entertainment But Seven Takes The Night
On Thursday night’s MasterChef ep, the chefs were tasked with cooking with classic culinary staple two-minute-noodles. Instead of serving them with a handful of shredded cheese and plenty of watery, dubiously beef-y ‘soup’ (as is the B&T preferred method), the chefs had to use the noodles to make something new. To a bonafide two-minute-noodle lover, that […]
Carat Appoints Oliver Carthy Head Of Digital
Oliver Carthy appointed Carat's new head of digital and unofficial de-jammer of paper jams in office copier.
New Research Names Olivia Rodrigo And BTS The Most Popular Study Music
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Noel Gallagher Wants To Sell Oasis’ Back Catalogue For $367M So The Songs Can Be Used In “McDonald’s Adverts”
Oasis want to sell their back catalogue to advertisers. And to be fair, you'd pick up their last few albums very cheap.
Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank
Nine has announced a record six major sponsors for the 2021 season of adrenaline charged Australian Ninja Warrior. Leading health insurer AIA Australia joins Nutri-Grain, ALDI, Energizer, KFC and Bendigo Bank. Season five of Australian Ninja Warrior premieres Sunday June 20 and will feature innovative, bespoke in-show branding that compliments both the editorial of the […]
Cannes Lions Announces Awards Entry Numbers For 2021 Before Lions Live launch Next Week
Cannes Lions has published its entry numbers ahead of Cannes Lions Live, which will run from June 21-25. 29,074 pieces of work have been entered from 90 countries, with entries spanning two years after the awards were paused due to the global pandemic in 2020. Simon Cook, managing director, LIONS, said that this was a […]
Building A Successful Remote Marketing Team
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
From Intern To Chief Of Staff In Five Years: Atlassian’s Helen Xue Shares Her Three Pillars For Professional Development
Why fall backwards into the arms of colleagues to improve career development when there's this concussion-free read.
Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
How To Align A Marketing Strategy With Customers’ Shifting Perspectives
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Woolies’ Retail Media Business Cartology Announces New Appointments
Woolies' media business Cartology unveils new appointments. B&T notes it also had a good deal on Tim Tams at the moment,
WPP’s Chief People Officer Lisa Sheehan Latest To Depart
The broom continues to go through WPP's local operations. Yet, not where it's most needed - the dusty skirting boards.
Akcelo Launches Innovative Game Experience Platform For Tribeca Festival
Akcelo has launched an innovative gaming experience to showcase Tribeca’s Official Selections and celebrate the inaugural Tribeca Games Award at this year’s Tribeca Festival.
Gen Z And Millennial Pinterest Users Reveal What Inspires Their Post-Pandemic Shopping
Pinterest reveals what Ys & Zs are shopping for online. And if you're thinking peacocks or fez hats, you'd be wrong.
CNN Analyst’s Return Following Masturbation Incident Sparks Outrage
In a further blow to the Catholic Church, the CNN masturbator has returned to work and has reportedly not gone blind.
Ian Thorpe, Dami Im & Collette Dinnigan To Star In 10’s Celebrity MasterChef
Unlike many "celebrity" reality TV shows, 10's Celebrity MasterChef does appear to have actual bona fide celebrities.
Hansen Yuncken Appoints Icon Agency To Lead National Comms
For your reference, Hansen Yuncken is a construction company and not some weird European ice-cream brand.
Ben Roberts-Smith Hired a Private Investigator & Used Burner Phones, Court Hears
B&T would be surprised if they don't turn the Ben Roberts-Smith case into a movie. Or musical starring Hugh Jackman.
