aarp 2016 tv campaign #thenew50
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AARP was looking to shift perception and consideration of AARP through activations which will surprise and delight the 50+ target. In response, I developed a campaign that redefined what it means to be 50+ as an African-African thus repositioning AARP as an essential tool for enjoying the freedom that older age brings.TRANSCRIPT
PowerPoint Presentation
TV One & AARP Present...
2015 Campaign Recap 1THE OPPORTUNITY OUR STRATEGYIn 2015, AARP was faced with the challenge of shattering peoples preconceived notion that the brand is only for old, retired people.
The brand was looking to shift perception and consideration of AARP through activations which will surprise and delight the 50+ target. Create a platform that redefines what it means to be 50+ as an African-African and reposition AARP as an essential tool for enjoying the freedom that older age brings.
SPRINGBOARD
50 is no longer 50.
We are surrounded by extraordinary stories of individuals whove achieved remarkable heights of success and done amazing things after turning 50.
Its time to rebuke the assumption that our greatest dreams are out of reach after hitting the mid-century mark.
Lenny Kravitz (50) performing at the 2015 Super Bowl Halftime Show with Katy Perry
OUR SOLUTION
The New 50, an inspirational platform that profiles African Americans that are finding unparalleled success in their second act.
Whether it be in business, life, love or the pursuit of happiness, The New 50 proves that not only is there life after 50, but your best life!
Alan Ferguson (52) and his wife, Solange Knowles at their 2014 weddingTHE CAMPAIGN
We brought The New 50 to life through :60 & :30 television vignettes each of which highlighted a different member of our New 50 class whose accomplishments aligned with AARPs key consumer pillars:
Career Philanthropy Lifestyle/Entertainment Travel
Angela Bassett (56) directing her first feature film, "Whitney Joe Morton (67) winning his first Emmy for his role on Scandal
KEVIN FRAZIER CAREER Co-Host, Entertainment Tonight
:60 TV Vignette
:30 TV Vignette
HOLLY ROBINSON PEETEPHILANTHROPY Actress & Founder, The HollyRod Foundation
:60 TV Vignette
:30 TV Vignette
CAMPAIGN LAUNCH
The New 50 launched in grand fashion with the premiere of the Holly Robinson Peete:30 vignette during the live telecast of the 46th NAACP Image Awards on Feb 6th, 2015.
The Image Awards broke ratings records, kicking off one of the most watched weekends in TV Ones history:
#1 Friday Primetime Telecast in TV One History Among Total Viewers (790K) Top 3 Primetime Telecast on Cable Among Blacks (HH, A25-54 & W25-54)#1 Most Social Program of the Night & #4 for the Week CAMPAIGN RESULTS Campaign coverage in major press publications such as PromaxBDA, The New Pittsburg Courier and The Chocolate Voice. Vignettes are currently running on AARPs website along as well as the brands social media platforms (Facebook, Twitter & You Tube). AARP has extended the reach of the campaign by running the creative vignettes during the 2015 CIAA Basketball tournament and inviting New 50 talent, Holly Robinson Peete to speak at an upcoming AARP Life @50+ event in Miami, FL.
For additional campaign information please contact:
Jeff Meza [email protected] Jennifer Brown [email protected] 14