Research shows that people living in retirement communities tend to be happier, healthier and live longer. Yet in the UK, fewer than 1% of people over the age of sixty live in retirement housing, compared to up to 20% in other Western societies such as Australia and the US*.
This is in part down to the negative perception we have of the ‘type of person’ who would choose to live in a retirement home: a psychological ‘stigma’ exists, driven by various cultural and class related factors and further exacerbated by the inferior quality of the product available, and the patronising and uninspiring way in which it is communicated to the market.
The people retiring today - dubbed ‘the baby boomers’ - many of whom are fortunate enough to have both financial security and their health - are more active and less ready or willing to stop working or doing the things that they love than any previous generation.
They have spent their lives shaking things up and establishing new norms across politics, industry, culture and the arts - so why stop now?
PegasusLife has been established to answer that call. To fundamentally reimagine the way in which this time of life and the way we choose to live it, is presented, delivered and understood.
The communication strategy asks audiences to rethink everything they’ve ever thought about ageing, retirement housing and developers as a whole.
The first phase of the advertising campaign was designed to put the emphasis on the people PegasusLife were looking to engage: to prove to them that they understood who they were.
The second phase of the advertising was designed to help people understand the philosophy that sits behind the product and the way PegasusLife think about what they are creating.
Beyond the consumer facing message, a series of tools have been developed which encapsulate the vision for the company across all channels.
Audience: Construction Partners
The company operates an ‘endorsed’ brand architecture systems in order to house and do justice to a bespoke product strategy - with individual identities each reflecting the local environment, the lifestyles, habits, interests and needs of the people who will live in there.
PegasusLife, whilst only three years old, has already earned national attention for its work, seen as setting a new standard for the industry.
Smith Dawson have been partners on the journey since the beginning, working together on defining the proposition, developing the identity, the product strategy, the communication strategy and the delivery of the PegasusLife corporate brand and all its development sub-brands across all b2b and b2c touch-points.