‘EMPTY NESTERS’ TV AD

HOW WE STIRRED THE SOULS OF COUPLES UP AND DOWN THE LAND

In our latest ad, anchored (sorry) in our P&O ‘paper world’, we talked to a very different audience.

Empty nesters.

pno_3

Couples whose children have left home and who suddenly find themselves well, back as a couple.

Research (and personal experience) told us that this is a time of rediscovery.

You also have more time on your hands, and fewer ties.

So, what better way to rediscover each other than by exploring another country?

p0fran-and-alex_model_004

The soundtrack to the ad was Joe Jackson’s Steppin' Out - a classic track from the late 80s, bang on for when they would have been young and possibly before they had children. The lyrics fitted perfectly, telling the story of a couple rediscovering each other.

pno_7

Visually, the ad began in a completely white paper world. And as we watched our couple rediscover each other and places they’d been to before, the paper world coloured in.

The ad caused a bit of a stir, reaching number 4 in the top 10 Shazamed ads over the Christmas period.

And we can’t stop humming that tune. Can you?

pno_2

The results?

In the first month the ad was on-air:

  • Total spontaneous brand awareness increased by 24% over the period
  • And was magnified among our Empty Nester target audience, with an increase of 35%
Policies
Arrow Close

Policy statements

MRM Worldwide (UK), Limited trading as MRM//McCann

Registered Office: 3 Grosvenor Gardens, London, SW1W 0BD

VAT Number: 497 6486 72