INDIVO started campaign development with the challenge of creating a core concept without using the overused terms “active adult” or “55+”. “Jump In” encourages action to obtain the ultimate retirement lifestyle and, paired with targeted active adult imagery, encourages the viewer to rediscover youthful living. The primary campaign deliverables were a series of outdoor ads (billboards) to help create awareness and direct traffic to the community and a brochure with inserts. INDIVO delivered the perfect solution with a customized campaign ensuring a consistent, cohesive, comprehensive and impactufl message was delivered to the target audience.
INDIVO started campaign development by creating a core concept that encouraged the audience to rediscover youthful living without using the overused terms “active adult” or “55+”. Once “Jump In” was approved, knowing it had to be used across several mediums, the first challenge was linking theis concept to large, appealing graphics displayed on a series of billboards. Because visitors were directed to the community via these strategically located signs, we then wanted them to leave (after meeting with a sales team member) with information that reinforced what they saw and heard. We developed a brochure using audience-targeted photography that reinforced the ultimate retirement lifestyle and illustrated how the viewer can rediscover youthful living in the Lake Ashton community. The inserts were developed to permit ease of updates and encompassed information about various features of the homes, community and surrounding central Florida area.