A campaign created to help families keep their traditions
Our work at Barefruit is always varied, challenging, interesting and fun! Recently, we created and rolled out a campaign for our client UPA North Coast – providers of Aged Care Services as well as Youth Care Services on the North Coast – called “Keep Your Traditions”. This campaign was specifically for their Home Care Service sector, a sector that experienced a new level of competition beginning in 2017, due to a Government Reform.
The goal of this campaign is to help UPA achieve more Government Home Care Package customers. Something that with the right marketing campaign should be achievable given the client’s strong history in the sector. They are an award-winning provider who has been in Home Care successfully and with an excellent reputation since 1995.
The campaign is centred around an emotive 30-second Television Commercial for which we engaged our best creative partners in both conception and production. Over several collaborative meetings as well as individual time, we conducted sector research, created strategy based on this research, and came up with 12 campaign message “stories” that we could tell to connect with our target audiences: a) people who may need Home Care themselves, and b) people whose parents may need Home Care.
The winning message this time which we and the client felt was right to connect with our audiences tells the story of an elderly man, living alone, receiving the help of a Carer to prepare a Sunday Roast. The Roast is symbolic of “Family Traditions” (such as sitting down with family on a Sunday, at home, for a Roast dinner) that we all know and love, particularly older people who have upheld their traditions for many years.
The message tells our audience through live action and an emotive song, that you can “Keep your traditions” with the help of UPA Home Care. Because UPA helps you stay in your home longer, and help you perform tasks that might be difficult because of age and ailing health.
The TVC concludes with the Carer leaving the man’s home, with a smile, and the family arriving, surprised and utterly delighted to see the tradition of their Sunday Roast once again adorning his dining table.
The TVC is supported by a Campaign Landing Page (upahomecare.com.au), which further embeds the message with imagery from the TVC and the wording “Keep your traditions”. The landing page allows users to contact UPA Home Care with ease themselves, or to fill in a contact form to be contacted and receive more information about UPA Home Care.
The form is linked to a MailChimp List which will be further used to remind people about UPA Home Care.
A thorough digital campaign also supports the overall campaign, with display ads, Facebook ads (including a retargeting campaign), google ads, and keywords.
The images and message from the TVC and other mediums are also rolled across the press ads which will be in the papers of the geographic areas we are targeting.
To tie everything in, all the Home Care collateral such as brochures, guides, folders etc. have been updated in imagery and message to tie into this campaign.
This kind of strategic and focused campaign is both challenging and highly rewarding to pull together, and when executed correctly, can create incredible brand awareness, emotional response in the audience, and results for the client, which makes us extremely happy!
We hope you get the chance to see the UPA ad on TV, and if you get the chance to check out UPA Home Care for your loved ones’ who might need care, please do – because UPA Home Care will help you and your family “Keep your traditions!”