The Task
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.
The Solution
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.
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