The Story of The Red Tomato
Auburn Retirement Residences
Our Challenge
The client had a good offer: retirement apartments designed that provided meals, a loving community and your own personal garden. We honed in on the garden right away.
Seniors Read Newspapers
We ran this ad as a full-page ad in the Chilliwack Progress. Seniors are a demographic that still enjoy print. We made the ads big and bright and hard to miss.
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That Dial Hasn’t Been Turned In 60 Years
We were able to score some amazing deals on shows no one watches (except seniors) like Bonanza, Murder She Wrote and Gunsmoke. The ads were less than $20 a spot, and we ran them constantly.
The Postcard With The Million-Dollar Headline
It’s not easy to get seniors to change. No matter how lovely Auburn was, with brand-new facilities and 3-meals a day, standard direct mail didn’t seem to be working. Along with the client, Immersion tried a few approaches over several drops. It was the elegant and optimistic headline: “Your Golden Years Have a Silver Lining” that really struck a chord with seniors in Chilliwack and Vancouver.
