CCBR Business Review

8 IT COULD BE assumed that most compa- nies who developed a marketing strategy for this year, did not account for a global health crisis. Many were thrust into the melting pot of chaos sparked by the intense upheaval of COVID-19. GBD Lifestyle Marketers, a Central Coast agency, quickly adapted and in response to their retirement client Ingenia Lifestyle, produced a sensitive creative campaign to cut through the fear and alarm in the market. Ingenia briefed GBD on developing an inspiring, future-focused campaign to stay connected with customers in a relevant way and to remind their target audience of the certainty, continuity and positivity of a future with Ingenia. “Given that so many of the mainstays of our society were suddenly radically changed – from grocery shopping to public transport, recreation to socialising with friends and family – we felt that it was important to remind people that Ingenia remains available and reliable to help them find their best future.” Said Joel Fyfe, National Marketing Manager. “GBD has worked closely with our gold class communities from the start culminat- ing in Ingenia winning the Retirement Living Council’s marketing award for the last two years. It was a natural choice for us to invite GBD to be involved in this project,” said Fyfe. GBD’s recommendation was to run an overarching brand-building TV campaign to reassure all targeted groups, followed by a shorted tactical message to provide more detail about each of the lifestyle com- munities in their respective regions. They B U S I N E S S N E W S Bendigo andAdelaideBank LimitedABN11068049 178AustralianCreditLicence 237879. A1363473 JN2700 28/7/20 20 years supporting our community For all your business and personal banking needs. East Gosford 4323 4559 Lisarow 4328 5472 Kincumber 4363 2133 Community Bank Branches Local People - Local Knowledge Local Service - Global Solutions For all your business insurance requirements Phone: 4355 9999 Fax: 4355 9977 Unit 4/3 Pioneer Ave. PO Box 3009, Tuggerah NSW 2259 AFS License No: 244618 INSURANCE BROKERS GBD marketing agency writes COVID-19 TVC for Ingenia achieved this through first creating content for a long form advertisement – building a bridge between the target audience and the brand through adept storytelling. “An ad is most powerful when you first build rapport, establishing a reason for the target audience to take interest,” said Jeff McGarn, Managing Director, GBD Lifestyle Marketers. “We used the devices of powerful imagery and emo- tive storytelling to meet people where they are feeling right now,” he commented. “An effective campaign will take its audi- ence on a journey. Through storytelling we can tap into feelings, aspirations, imagina- tion and those deeper human decision- making drivers that go beyond pragmatism. When a brand paints a picture that a target audience can identify with, pinpoint key needs and then follow through with a practical solution, it helps people solve problems. That’s the mechanism behind the ‘reimagine’ campaign,” stated McGarn. Jeff McGarn Creative Director on Ingenia’s TVC campaign in GBD’s inhouse recording studio and editing suite GBD has writers and cinematographers on staff and used their in-house edit suite and recording studio to create the TVCs. The result is a 60 second brand ad, a high- end production that conveys the message of hope and reassurance. The ad features an appealing voiceover that uses a positive and comforting tone to convey confidence, reassurance and certainty. This is followed by a 15 second tactical ad that concludes the story with strong and simple messag- ing on the benefits of an Ingenia Lifestyle community. Ingenia was very pleased with the result, with Fyfe commenting “This ad hits all the right notes for our audience and it’s a great piece of compelling creative. GBD trans- lated our brief into an impactful commu- nication that works well for our immediate strategy and also has longevity in delivering our brand messages.” To view GBD’s TVCs go to CENTRAL COAST BUSINESS REVIEW OCTOBER 2020