“We originally started with the idea of a video to reach seniors through social media, but when we heard the song (I'm Still Hot), the project snowballed and we decided to do the remix and have the proceeds benefit one of Betty White’s favorite charities, The Los Angeles Zoo,” - Stephen Terrell, co-founder of The Lifeline Program.
Watch Betty prove she's still hot...
"Stay HOT in your retirement. Consider selling your life insurance policy."
The Lifetime Program has re-branded itself to target a younger social media savvy baby boomer consumer, rather than strictly seniors. With 75 million Americans born between 1946 and 1964 who are soon approaching retirement age with historically lower retirement savings, The Lifetime Program aims to attract this sizable demographic with life insurance settlement offers. This often provides much needed financial security to seniors nationwide.
Meanwhile, "I'm Still Hot" has already gone to #1 on the dance chart in the US.
Personally, I think this is a great idea and a celebrity such as Betty White is perfect in raising awareness across multiple and large demographics. While the dance-oriented song is unlikely to appeal to baby boomers, it has proven to appeal to younger generations who will then show the video to their parents - due to Betty White's broad appeal.
Do you think it's an effective campaign too? Leave comments below!
I think that's a great campaign and targeting the baby boomers is a smart idea, as you wrote there are 75 million of them. That demographic would be very familiar with Betty as well.
ReplyDeleteIt does appeal to young generations and it's likely that they'll bring up the question about life insurance policy with their parents. Great to see a different tactic from a company in this industry.
What a sell out! I reckon the song is commercial crap at it's worst! Like chalk down a whiteboard, nothing would make me turn off quicker
ReplyDeleteBetty White is awesome!! She really can do anything!
ReplyDeleteI actually think that this campaign has great potential to appeal to their target market, and yes it has attracted the interest of younger generations but I actually think it has the potential to get the interst of baby boomers too. Going viral has meant that they have gotten some public interest for the campaign - but in order to actually target their market I would actually recommend more traditional media, such as TV.
Personally, any campaign that comes with a little gimmick or is light-hearted has great appeal to me. So I actually do think the campaign has a great possibility of being effective. But remember a message is only as good as its medium.
This is great, and as you mentioned, the idea of using a medium that appeals to an even broader audience, could prove very successful. Insurance is a product that no one likes to think about, even car insurance, because it is a constant reminder of something negative. Then when you actually decide to do something about it, well then comes all the red-tape, and who the hell likes that?
ReplyDeleteThis adds some zest to the insurance idea and perfectly targeted at an even wider audience that need to start considering these sort of products.
Ross
thank for the feedback guys, with over 300 000 views in 2 weeks isn't a bad effort. So awareness is definitely being raised but will it ranslate to sales??
ReplyDeleteGreat post Craig! I'm not really feeling the advert myself... I feel like their creative and segmentation is a bit off. Sure, it's had a few hits and us millennials are talking about it, but we are moving towards being buyers of the product? I'm not sure... I'm thinking we're still in the "I've got plenty of time" mentality...
ReplyDeleteI've marketed towards mature aged markets and one thing is that while they don't want to be treated as ancient, frail and infirm, they don't want to be treated like adolescents either...
If this company wants to appeal to wider customer groups, they should segment their market and advertise separately to them; not produce what seems to be a mass-produced advert aimed to hit the entire market.