As the aged care landscape changed from a government driven to service to provider driven, the team at Care Connect knew they needed a new approach to a new problem. The conversation had changed from business focused to consumer focused and Purpl. were approached to pitch our ideas on how to engage and communicate to the new end user.
We wanted to test Care Connect from the get go and so we provided them with 2 different campaign ideas that stretched the normality of the aged care sector. From our research in the sector we could see that the ‘visual’ was outdated and we felt that the best way to create cut-through was to take a completely innovative approach that was left of field and slightly jarring.
Through the aid of a focus group we were able to bring to life the concept of what it means to remain living independently at home. At the halfway mark of the landscape direction change, Care Connect was by far the most recognisable provider and with its clear strategic communication across multiple touch points
Strategy, campaign development and design, social media curation and management, sales, marketing and digital solution, radio and outdoor.