Active Adult communities are a dedicated focus for Lennar, and something that bugged us was the fact that most (regardless of homebuilder) are served by generic stock photos of 'old people doing stuff'. They provided no message to the actual benefits and lifestyle choices of those that choose to live in these kind of communities. It's a mixture of communal activities as well as quality solo time in beautiful homes with friends. Your day can be a blend of these things - in essence, it's the staycation you've earned through a life well lived.
We started with strategic research and found that this audience highly engages with social quizzes and long-form content, so we crafted engagement messaging based around quizzes that could act as community finders. We created a platform and plan for custom long-form editorials around each community - something that would read more as a travelogue than a laundry list of features. We found highly rated activities through research and discovered something unlikely - grandkids matter. In fact, one of the highlights, in addition to community was creating a place where kids can visit and have fun. And the community loves it.
In order to furnish content for the site, we crafted a semi-scripted day-in-a-life, that followed community members as they individually lived their life as well as came together around a major event - a grandkid-grandparent pirate movie night that could become cross-generational. Actual residents were blended in with professional actors, and the video is set up in a way that allowed us to break each segment into standalone vignettes and photo content for individual focus. Begone, stock.