Tunstall co-creates new brand proposition with their new targeted consumer

Tunstall have, up until now, operated solely in the B2B market, selling their products to councils who provide products to local people. They offer a 24/7 connected service via easy to use, wearable technology that enables daily contact with the family. It provides help in emergency situations (new product development will extend to both in and out of the home) and allows elderly customers to live independently for as long as possible.

Tunstall want to offer a direct sales channel to customers to meet the growing needs of an ageing population, as they develop their range of tech-enabled services.

To do this, they needed to create a new brand identity with a powerful proposition to resonate with potential customers wanting to continue to live active and independent lives at home.

SHARP thinking − there are 2 strategic pillars to the launch campaign:

1- Adult children are a primary target as they are eager to play a role in keeping elderly parents happy in their homes for longer.

2- Older customers are inspired by communications that challenge the stereotypes of frailty as you get older.

The agency ran a Customer ‘Co-Create by SHARP’ using our pioneering idea-starter methodology to get potential customers to help shape the proposition.

We involved two audience types in the idea-creation process, ‘The Chooser’ – adult children with aging parents, and ‘The User’ − the end customer. The co- create session unlocked brilliant insights and ideas to shape the direction of the creative. And the new brand, IndeMe, was a direct result of the co-creation session too, with the strapline ‘peace of mind to live free’ to appeal to both audiences.

IndeMe launches with an exciting print and digital campaign. Watch out for it in the national press!

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