Coolest Grandparents: A Campaign highlighting some of the most inspiring and
active grandparents in America and The UK.
Background / Overview:
In the process of me brainstorming, how I would market and design a campaign
for Xbox Kinect that could be extended for a senior audience (65+), I came to the
conclusion that a big percentage of this audience is grandparents, and grandparents
are highly influenced by their grandchildren, My goal in this campaign is to
inspire grandchildren and grandparents to have quality time and stay active using
Xbox Kinect.
I wanted to break away from the stereotype of the senior audience (65+), that they
are weak and boring. By taking inspiration from my amazing Grandma who served
in the US ARMY in the 1960’s & 1970’s, She is very active, and sometimes has more
energy than me. She constantly attending dances and fitness classes including
Zumba, and I know for a fact there are many grandparents like out there.
Objective
Being a grandparent and age doesn’t matter. Whether they are 65 or 75, they still
experience the same emotions when they have a grandchild and bond with them
as they bond with, especially if they are re-living the glories days when telling their
grandchildren stories when they were young.
Research has shown that Grandparents purchase one out of every five video
games. The Purpose of this campaign is to tap into this market and also motivating
grandchildren to showcase their grandparents for a chance to win a Kinect, to
motivate more grandparents and grandchildren to bond and stay connected using
Kinect.
Target audience
Grandparents (65+)
Grandchildren (13 - 18)
Living is Urban and Suburban areas
Living America and The UK, will a special focus on New York City, Los Angeles
and London
The Solution
Video
Print Full-Page
Bus, subway and Taxi advertising
Billboard advertising
Digital
Instore Displays
Social
