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:
- Demolish the stereotypical and frequently condescending portrayal of this generation
- Raise their morale and inspire them to live life to the fullest
- Gain recognition for Lively, with the exclusive Lively Response Team, as the brand uniquely committed to helping them maintain their quality of life
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
SAN DIEGO
7750 El Camino Real, Suite 2F
Carlsbad, CA 92009
SEATTLE
2033 6th Ave, Suite 600
Seattle, WA 98121
ARLINGTON
4201 Wilson Blvd, Floor 3
Arlington, VA 22203
KANSAS CITY
420 Nichols Rd
Kansas City, MO 64112
SAN DIEGO
7750 El Camino Real, Suite 2F
Carlsbad, CA 92009
SEATTLE
2033 6th Ave, Suite 600
Seattle, WA 98121
ARLINGTON
4201 Wilson Blvd, Floor 3
Arlington, VA 22203
KANSAS CITY
420 Nichols Rd
Kansas City, MO 64112
