The Invisible Man makes an appearance in new integrated campaign for NLV by SHEDcsc Perth

SHEDcsc has created a new brand positioning for NLV’s over 45s life style villages and resorts.

The new ‘Where Everybody Knows Your Name’ integrated campaign launches this weekend with a 45-second television commercial starring an invisible man that is set to the famous Cheers TV series soundtrack.

WATCH THE SPOT

Creative director Andrew Tinning said the campaign and positioning were very different for the category.

Says Tinning: “As opposed to focusing on the rational benefits such as facilities and price, we’re aiming to make an emotional connection with prospective residents by tapping into a universal truth about life in today’s increasingly busy world.  While as a society we’ve never been more connected in terms of technology, sometimes it feels like we’ve never been more isolated from each other. Ride the bus or train for example, and everyone’s plugged into their i-pods or glued to their screens. They’re all too busy browsing and snap chatting to strike up an actual conversation with a stranger. And they’re more interested in who’s on Facebook, than looking you in the face and making eye contact. For many, the end result is that even though they live in busy cities and sprawling suburbs, it can sometimes feel like they’re not even there. The invisible man is a relevant visual metaphor for this, and we will be using him across a range of media.”

NLV group marketing manager, Heather Bush, said things are different at NLV properties.

Says Bush: “Our over 45s resorts and villages are places where people stop and give each other the time of day. Where a friend request means your neighbour asking your over for a drink or a BBQ, and where you may want to put half an hour aside to pop down to the letterbox-just in case you get pulled into the clubhouse for an impromptu cuppa. People are drawn to NLV because they want to live in a warm, active and friendly community of like-minded people. People that look out for each other and actually care. NLV inspires a culture of ‘neighbourhood’ in every sense of the word and it really does feel like everybody knows your name. We asked the SHED team to find a unique and emotive way of expressing this, and we believe that they have delivered something that will strike a real chord with our target and be very unique for our category.”

Agency: SHEDcsc

Client: Heather Bush