Lifestyle Communities encourages older Australians to downsize to a bigger life

16 March 2021

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The campaign was created in collaboration with AIRBAG and By All Means.

ASX300 listed developer and operator of high-quality, cost-effective communities for over 50s, Lifestyle Communities, has launched a new through-the-line campaign via AIRBAG and By All Means.

"At Lifestyle Communities our mission is to enable working, semi-retired and retired people over 50 to purchase a new home at a truly affordable price," Lifestyle Communities acting head of marketing Carmen Petropulo says.

"We were keen to articulate the many common 'triggers' that lead people to consider downsizing in a way that felt true to our brand, our customers and our homeowners. This campaign beautifully articulates that final penny drop moment, followed by the joy that often comes with the decision to finally let go of the family home and move on to much bigger things."

Lifestyle Communities homes are priced at 75-80% of the value of the local median house price, which allows purchasers to free up the equity in their current home to not only buy a brand new house, but have enough money left over to do the things they’ve always wanted to do like travelling, a new car, or spoiling the kids and grandkids.

AIRBAG managing partner Adrian Bosich says, "Having experienced a relative of mine move into a similar community, I saw first hand how positively it transformed her life. This insight was a great motivation to help Lifestyle Communities create a campaign that would communicate this life-changing model. Key to this was choosing the right creative partners to collaborate with, and By All Means were the perfect fit."

By All Means creative partner Ed Howley says, "Partnering with AIRBAG on this project meant that we knew, right from the start, our ideas would be in great hands. And in a category that’s not exactly renowned for its creative ambition, we’re thrilled to have helped create a campaign that doesn’t feature another group of old blokes standing around the barbie patting each other on the back."

The campaign is live now across free-to-air, full page press, digital and social.



Client - Lifestyle Communities
Managing Director: James Kelly,
Acting Head of Marketing: Carmen Petropulo
Head of Sales: Richard Parker

Production Company - AIRBAG
Director: Ben Saunders
Producer: David Curry
Post Producer: Nick Venn
Managing Partner: Adrian Bosich
Production Manager: Jess Junor
DOP: Simon Walsh
Editor: Michael Houlahan
Online: Chris Reynolds
Colour Grading: CJ Dobson

Agency - By All Means
Creative Partner: Ed Howley
Creative Partner: Toby Cummings
Managing Partner: Mat Cummings

Audio Production: Rob Stephens (Bang Bang)
Photographer: Garry Moore (Miss Bossy Boots)
Retoucher: Dave Mercer

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