Club Mahindra had a unique challenge, they wanted to position their new vacation ownership package aimed to cater to the specific needs of senior citizens without making them feel old!
Our reimagining of the brand started with consumer insight: For today’s 50-year-olds, Age is just a number. They are far more fitter, adventurous, globe trotters, and social. We leveraged this and crafted a narrative “It’s time to create new memories” which inspired them to look out for new adventures, new experiences and create new memories in the best years of their life.
The campaign was led with a digital video, social media content, contextual blogs, influencer engagement and a host of partnerships and alliances that would connect with the silver heads at the right moment.
The campaign video saw an instant resonance and broke the previous ROI benchmarks of reducing the CPM by 100% and CPL by 70%.
