Meet Gen A®

Overview


There’s a new generation in town: Today’s generation of older Americans we call Gen A: Generation Ageless. Marketing to their unique needs and wants and redefining what it means to age is the mission of our client, Lively™, formerly GreatCall® and now a subsidiary of Best Buy Health.

INSIGHTS


• The desire to maintain their independence is the single most driving force for Gen A

• They do not want to “be a burden” to their family and friends

• They are increasingly comfortable with technology

CHALLENGE

In re‑naming and re‑branding GreatCall as Lively, our mission is three-fold:

1Demolish the stereotypical and frequently condescending portrayal of this generation

2Raise their morale and inspire them to live life to the fullest

3Gain recognition for Lively, with the exclusive Lively Response Team, as the brand uniquely committed to helping them maintain their quality of life

 

Brand portrayal

In all our communications, from television and print advertising to a reimagined website, the Lively brand persona we present is that of a trusted friend:

• WE ARE CARING
Our humanity can be felt in everything we do and say

• WE ARE KNOWLEDGEABLE
Our products and services are designed to help customers
and their loved ones feel confident and empowered

• SENSE OF PURPOSE
We talk about technology and how it makes life better,
without being complicated or condescending

RESULTS

Sales are exceeding forecasts. In the next year, more products and services will be introduced. Especially promising has been the strong conversion of customers to Lively Health and Safety Services. Our ability to market these services across all delivery platforms is the key to the Lively brand’s future success.

TELEVISION

“Dinner Party”, 2022 Graphis Winner: Gold, Video/HealthCare

“Sleep Over”, 2022 Graphis Winner: Gold, Video/HealthCare
“Combo Phones”
“Lively Flip”

DIGITAL

PRINT / PACKAGING / POS

PHOTOSHOOT

One of the lovely members of the Lively team