Billy is an innovative age-care solution that’s allowing older people to live independent lives, in their own homes, for longer. It uses a series of in-home sensors that detect the behaviours and wellbeing of the person living at home, and shares this information to loved ones via alerts in their app.
Billy is also a character in a series of messages created by Thinkerbell, to help Australians understand how the other Billy works.
Says Tim McDougall, co-founder of Billy: “Our company is an innovative solution to aged care, so we wanted to make sure our ads were as unique to the category, as our business is. We’ve been in conversations with Thinkerbell for a while and were attracted to their understanding of the psychology and behaviours of older people and their connections to family, and ultimately how they helped us define our strategy and creative outputs.”
Says Jim Ingram, chief tinker: “Working with Billy has been a joy. We’re pleased to help take Billy to market and believe that it’s helping give people a choice in how they want to live. The communications are obviously bold in approach, but they’re simple and the product is the hero. The work is designed to get noticed and to create the intrigue for people to search “meet Billy” to find out more.”
Says Adam Ferrier, chief thinker: “The timing of the launch has been set in place for some months. With the current situation on coronavirus, we considered moving the launch back however, in consultation with Billy it was decided that now, more than ever, connection to older loved ones is even more critical. And Billy allows families to be aware of the wellbeing of their parents or grandparents, without the need for physical interaction.”
If Billy sounds interesting to you, find out more and search “meet billy” today.
The campaign comes to life across many touchpoints including TV, social, print, and PR. Thinkerbell was responsible for creative and media duties.