Putting an Entire Marketing Team into the mind, heart and shoes of today's ‘silver’ consumer
THE BUSINESS ISSUE
The client had identified the huge potential in targeting older consumers but realised that existing brand strategies were not recognising this massive commercial prize.
Alongside GPI, we were asked to help create and run an immersive workshop to encourage the European Business to buy-in to this target.
The entire marketing team from the SVPs to junior execs attended and were immersed in the workshop.
Everyone attending (approximately 100) left with belief in the potential of this consumer and with ideas and objectives specific to their roles and brands.
HOW DID WE GET THERE?
We partnered with GPI and immersed ourselves in the mind-sets of older consumers.
We brought in expert knowledge and opinion,
created materials (printed and AV), exercises and experiences to bring each mind-set to life.
We brought it together into a one-day immersive experience, designed to bring to life a series of ‘Gen-S’ insights.