Here you will find a little bit about the divisions at Aylesworth Fleming.
Broadcast Media for McCarthy & Stone retirement house builders
A number of our clients include TV as an integral part of their broadcast media mix. For McCarthy & Stone we presented a warm, positive, personal brand image in a 30 second TV commercial that would have broad appeal to reach the ‘retired’ market, as well as younger members of their family.
A simple narrative presented a retired woman in her new McCarthy & Stone retirement home, in love with life. Surrounded by friends, she leads a full and happy life and invites her son and daughter-in-law to her retirement apartment for Sunday lunch. The tone of the ad is bright and upbeat, with the overriding marketing message one of positive reassurance that McCarthy & Stone offers a happy solution to those seeking fulfilling retirement living. The commercial encouraged our audience to call a telephone number for further details, or to visit the McCarthy & Stone website, www.behappy.co.uk, specifically set-up as fulfillment to the broadcasting campaign. The ad was part of an integrated marketing campaign, including press/media advertising that used ‘Don’t worry, be happy’ as a campaign strapline. The TV ad ran on Channel 4 and on a number of interactive channels where the option of requesting a brochure was available using the red button.
