Leaving the family home is a huge ask, especially when today’s 70+s are redefining what it means to be ‘old’. What innovative features will meet their demands and drive conversion?
TBA identified the key negative push factors using the COM=B behaviour change model to structure our thinking.
We then identified key Capability, Opportunity and Motivation levers to reframe negative ‘push’ factors for leaving the family home, into positive ‘pull’ factors for a later living community.
The output was a set of design principles for future features of a later living community. We also defined language, tone and imagery guidelines for marcomms development.
Research showed the LOVE for Baileys was still strong, but people had a lack of behavioural anchors to turn this love into consumption. Simply put, people lacked salient ideas of how to consume.
Four real treating spaces were identified and within each we highlighted key behavioural hooks that Baileys could activate against.
For example, in one of the four spaces – ‘Sweet Finish At Home – treats are used to surprise and elevate an experience. Via Google search Baileys can prime people with creative serves and gain traction in this occasion.
The new comms strategy has been rolled out across the world and Baileys have had a complete reversal in brand decline – achieving double digit growth in some markets.