New aged care brand Southern Plus launches with appeal to ‘the independent generation’
Aged care provider Southern Cross Care has launched new brand Southern Plus backed with a campaign promoting it to customers who still see themselves as independent.
The latest campaign targets the “independent generation”
The communications for the new home care brand, Southern Plus, was created by 303 MullenLowe while the branding was developed by FutureBrand.
New Southern Plus brand developed by FutureBrand
An ad at the centre of the campaign features elderly people speaking about life achievements, such as a man building his own home and a woman building her wedding dress from scratch.
The spot ends with the line “You’ve never been the retiring type, you’re the independent generation,” recognising the elderly do not necessarily want to retire and need age cared services focused on their needs.
Jane O’Halloran, GM of strategy at Southern Plus, said the new brand work “captures our positive strategic intent for Southern Plus, while 303 MullenLowe showed an incredible depth of understanding of our business and an empathy with the audience.”
Al Taylor, 303 MullenLowe’s Group Managing Director, said in a release “In a hotly contested market, brand and communications will be essential to Southern Plus’s future successes.”
Commenting on how the branding came to life, Richard Curtis, CEO of FutureBrand ANZ & South East Asia said the agency worked closely with the aged care provider, getting involved in the world of clients and carers.
“It’s been an emotional journey at times and we’ve harnessed this emotion in building the Southern Plus brand to focus on the things that matter most,” Curtis said.