The result: a new content strategy that optimally supports the company's growth and its increasing relevance in society.
Helpers for two generations
Helpers for two generations
Case Study: Professional Services
The task.
Today's generation, which is in the middle of life, cares about its children and its parents at the same time. No wonder they can use all the help they can find. For a technology company that offers smart solutions for older people, we took on the task of developing a new brand positioning that optimally addresses the life situation of the target group.
Solution.
Core of the positioning: Many older people are reluctant to adopt new tools because they scare them and they feel overwhelmed. Adult children often lack the persuasive power to jump this hurdle. We developed a new brand core that focuses on the company's role as a helper and connector between the generations - empathetically addressing the lives of the younger generation and helping them to explain the benefits of technology to their parents.