‘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.
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?
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.
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?
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%