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A generation answered our call.

Back

Work

A generation answered our call.

As a safety advocate, John Walsh has endorsed GreatCall's products and services for years.

Challenge.

Hello? Who’s there? GreatCall. GreatCall, who? That’s the question most people asked when startup GreatCall came on the scene in 2006. At the time, cell phone adoption among seniors was less than 1%. To put that in perspective, more seniors had tried yoga than had used a smartphone.

Research.

So how do you reach a generation that was intimidated by technology and didn’t see the need for a mobile phone? To find out, we immersed ourselves in the brand and studied our audience thoroughly. We wanted to know everything about them from their hobbies and eating habits, to their favorite pet’s name.

Target.

Our research told us that our target fell into not one, but two groups of people. Consumers 65 years and older. And their grown children (caregivers), 40 years and older.

Concept.

Old is not me. Our advertising tapped into an insight we uncovered: seniors don’t think of themselves as “old” no matter what age they are. Today, our television, print, digital and social campaigns continue to focus on positive active aging.

Results.

In just four short years, the Jitterbug phone reached 50% brand awareness across the U.S. and GreatCall amassed a reputation for really understanding the needs and wants of the senior market. While GreatCall’s award-winning customer service supported a core value of the brand as people you could count on, helping them gain a loyal customer base. Today, the GreatCall brand has grown from a one-product company to a leader in connected health with over 900,000 subscribers, multiple product and service offerings. And in 2018, Best Buy acquired the company for almost a billion dollars.

Our consumer lives an independent life and wants to keep doing what they love at every age.

As a caregiver, Holly Robinson Peete and her Mom both love GreatCall products.

Challenge.

Hello? Who’s there? GreatCall. GreatCall, who? That’s the question most people asked when startup GreatCall came on the scene in 2006. At the time, cell phone adoption among seniors was less than 1%. To put that in perspective, more seniors had tried yoga than had used a smartphone.

Research.

So how do you reach a generation that was intimidated by technology and didn’t see the need for a mobile phone? To find out, we immersed ourselves in the brand and studied our audience thoroughly. We wanted to know everything about them from their hobbies and eating habits, to their favorite pet’s name.

Holly Robinson Peete on set talking about why she loves GreatCall.

Target.

Our research told us that our target fell into not one, but two groups of people. Consumers 65 years and older. And their grown children (caregivers), 40 years and older.

Concept.

Old is not me. Our advertising tapped into an insight we uncovered: seniors don’t think of themselves as “old” no matter what age they are. Today, our television, print, digital and social campaigns continue to focus on positive active aging.

Results.

In just four short years, the Jitterbug phone reached 50% brand awareness across the U.S. and GreatCall amassed a reputation for really understanding the needs and wants of the senior market. While GreatCall’s award-winning customer service supported a core value of the brand as people you could count on, helping them gain a loyal customer base. Today, the GreatCall brand has grown from a one-product company to a leader in connected health with over 900,000 subscribers, multiple product and service offerings. And in 2018, Best Buy acquired the company for almost a billion dollars.

As a caregiver to her Mom, they both love GreatCall products.