Koala helps Aussies live like a boomer with new ‘Boomer Blocker’ initiative via Thinkerbell
One of Australia’s most loved furniture brands Koala launched an Australian-first initiative in which it offered to pay the rent or mortgage of one lucky Aussie for an entire year, to help them live like a Boomer.
All Australians had to do was visit boomerblocker.com and enter their details for a chance to win some much deserved financial freedom. There was however….a small catch for those 58 and above.
While many Australians battle soaring cost of living, job insecurity, low wage growth, high rental prices and interest rates, there are a lucky few in the baby boomer generation enjoying appreciating assets, secure mortgages and living the good life.
As such, in a bid to stop the golden generation from claiming any more good deals, Koala included a cheeky, ‘Boomer Blocker’.
Using a clever system of youthful references and prompts, the Boomer Blocker quizzed applicants on everything from Brangelina, to planking, ‘swag’, emojis and more, ensuring Australia’s youth could get a head start on the application process.
Says Rory Costello, chief commercial officer, Koala: “Koala’s promise to Australians is to make the good living more gettable, by offering premium furniture options at affordable prices.
“At a time when premium furniture is usually reserved for boomers and their big wallets, we wanted to give Millennials, Gen Z’ers and everyone in-between, the opportunity to have their rent or mortgage paid for an entire year, so they could use their cash for other luxuries that boomers enjoy daily. These efforts are simply a tongue-and-cheek love letter to the younger Aussie generation who we can all recognise are doing it tough in today’s economy.”
Says Paul Swann, executive chief tinker, Thinkerbell: “With over 30,000 entries received, we definitely captured the attention of Gen Z, Millennials and everyone in between. It was funny to read all the angry emails boomers sent to Koala too.”
Client: Koala
Creative & Earned: Thinkerbell
Website: LegRoom
*About rent / mortgage giveaway
Conditions apply, see boomerblocker.com. Open to AU residents 18+.
Ends: 11:59pm AEST 27/8/23. Limit 1 entry p/person. Draw: 3 Amy Cl, Wyong NSW 2259 at 2pm AEST on 29/8/23. Winner published at boomerblocker.com on 1/9/23. Prize: 1x $75K. Permits: NSW TP/02801. ACT. TP23/01339. SA. T23/T23/1044
6 Comments
i do love how Thinkerbell deem this is as successful with 30,000 applicants given the attractiveness of the prize. Koala’s database is huge and if this got so called ‘earned media’ which it did you’d think it would get far more.
My team ran a promotion recently with a far less lucrative prize and got 150,000 plus entries.
Maybe they successfully blocked 120,000 boomers
Why is age based discrimination ok? Replace an age based demographic in this idea with a sexual, religiour or raced based segment, the idea because abhorrent.
Why a brand in as much trouble as Koala is would tell them ‘Not for you’ is brave or foolish.
Young families are where the furniture $$$ are to be made for a brand like Koala bud. How many cashed up boomers are gonna be buying their slightly better than Fantastic furniture over something more classy?
Is awful.