Celebrating the people who are ‘yes you can’ through and through
Invacare is the European market leader in the mobility scooters sector. An ageing world population has led to scooter market growth, yet with Baby Boomers heading towards their senior years, Invacare wanted to freshen the traditional medical and disability proposition. The launch a new generation of two of Invacare’s most well-known scooters, the Orion and Comet, provided that opportunity.
Style is forever
‘Style is Forever’ is an inspirational campaign with a bold visual style and confident tone of voice that employs six larger than life characters who embody the positioning. They are drawn from across Europe to resonate with Invacare’s customers in an authentic, yet fun way. From Valentin who looks scary but is really a big softy who loves his Chihuahua Mango, to Betty whose days on the catwalk mean she’s a fashionista with a sharp eye for design.
Proud, mobile and independent in every way
The characters inspire by showing how the new scooters help them lead rich and full lives; and inform by showing the benefits and attributes of the new scooters through the stories they tell. Like the characters themselves, the visual style has bags of personality and is deliberately retro to stand out. The result is customer focused, showcasing a product that is as desirable as it is functional.
Making life’s experiences possible
The campaign will go live across Europe with targeted advertising, cinema ad slots, microsite, video presentations and point of sale materials. The new positioning and brand campaign is a step change away from the sector norm, to one that is fresher and more aspirational, bringing to life Invacare’s vision of ‘making life’s experiences possible’.
“The Style is Forever campaign has been built around the idea that, just because you’re getting older and your body may not be doing the things you want it to do, you don’t have to be limited and you certainly don’t have to give up on your style. OPX’s creative campaign has perfectly captured that sentiment as well as embodying the ‘Yes You Can’ spirit of the Invacare brand.”
Iain Gethin, EMEA Communications Specialist, Invacare