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Campaign to Help Seniors

A Place for Mom has helped over a million families find senior care. They asked Rupert to help them reach a more premium audience through a series of national TV ads. Rupert set out to understand the role of former “Good Morning America” host, Joan Lunden, as a spokesperson and customer attitudes around finding senior care.

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The Role of Testimonials

Working with Seattle market research firm, Sage Projections, Rupert learned that hearing first-hand accounts from customers helped our audience accept A Place for Mom as a trusted resource. This effect was even more dramatic when the testimonial came from our spokesperson, TV journalist and senior care expert, Joan Lunden.

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A Place for Answers

To build recognition and recall, Rupert created a signature musical phrase with the line, “Now, there’s a place for answers, A Place for Mom.” Together they reinforce the brand and combat two common misconceptions: that A Place for Mom is a senior living community and, that finding senior care is a hopelessly complex task.

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Direct Response vs Brand

A Place for Mom is intensely metric driven; nothing runs without rigorous testing. Each spot had to prove its value by driving low cost referred leads. The challenge for Rupert and our production partners at Dos Rios was to create premium-feeling brand awareness ads while still driving the results of a direct response ad.