Club Mahindra offers long-term holiday memberships to people. They came up with an exclusive pack for the silverheads, i. e. 50+ age group. The task was to convince them into committing to this, by making them see the relevance of it in their lives.
People don’t need convincing to take a holiday. But having to commit to something, now that’s where the challenge begins. So, we built an emotional connect with our silverheads, by letting them in a thought – Life begins at 50. By building an emotionally aspirational campaign, we aimed to bring the TG into the fold. A 40% spike in the membership proved that they heard us and we, on our part, managed to inspire them.