BlueCare, one of the country’s largest and most trusted providers of aged care services, has launched a heartwarming brand campaign via newly appointed creative and strategy partner, BCM Group.
The new campaign – A Chorus of Care – features BlueCare customers and carers sharing in heartfelt moments together along with their loved ones as they sing a new rendition of iconic Australian anthem, “As the Days Go By”.
The touching creative is the first collaboration since BCM Group was appointed by UnitingCare last month and forms part of BlueCare’s new brand platform to put customers ‘At The Heart of It’ in celebration of 70 years of people, passion and places.
Natalie Hodgskin, group manager, brand and marketing at UnitingCare Queensland said she is proud to launch this campaign that connects the purpose and meaning behind the ‘blue-hearted’ service we’re known for – in a truly authentic way: “BlueCare is a trusted Queensland brand, that comes with a rich story and 70 years of history that many people have a strong emotional connection with.
“Our new campaign brings to life a customer insight about the value of meaningful relationships and how, with BlueCare’s support, you can continue to be at the heart of every life moment that matters to you.
“By using our own BlueCare people to the tell this story in an emotionally powerful way, we have ensured our unique proposition connects emotionally and in doing so – is memorable, distinctive, and stands out in the category.”
Says Phil McDonald, partner and MD at BCM Group: “BlueCare holds a strong legacy of trust for so many families and it’s one that’s built on genuine compassion and care. BlueCare is known as an icon in aged care and we wanted to evoke this with an equally iconic Australian song. We found just that in ‘As the Days Go By’.
“Recreating the song with a chorus of BlueCare customers, staff, and volunteers shaped something equally emotional and powerful. It’s completely authentic and truly brings the heart of the brand to life.”
BlueCare is proudly part of UnitingCare, one of Australia’s largest not for profit providers of health, community and aged care, alongside brands Lifeline, The Wesley Hospital and St Andrews War Memorial Hospital.
BCM Group is one of Australia’s longest standing, independent, marketing services companies, including a full service media agency with award winning creative credentials, specialist earned media agency, IVY PR and consumer research and strategy consultancy, Veracity.
A Chorus of Care will be rolled out across multiple channels including TVC, OOH, radio, digital media and social and is launched alongside a brand visual refresh developed by Principals for BlueCare’s 70thyear.
Client: Uniting Care, BlueCare
Group Manager, Brand & Marketing: Natalie Hodgskin
Senior Marketing Specialist: Leonne FitzGerald
Marketing Project Specialist: Genevieve Pale
Agency Team: BCM Group
Managing Director and Partner: Phil McDonald
Head of Research and Strategy, Veracity: Erin Core
Creative Directors: Sam Boyd and Shaun Egan
Senior Art Director: Stevan Shanks
Head of Broadcast and Content Production: Carley McConnell
Group Account Director: Christine Malek
Senior Account Manager: Claire Zittel
Senior Account Executive: Grace Cabot
Production Company: Kiosk
Director: Ryan Renshaw
DOP: Joel Betts
Producer: Tilly Towler
Photographer: Sam Scoufos
Edit – Stephanie Liquorish
Grade – Justin McDonald
Online & 2D – Ruckus Studio (Ricky Marks)
Music Re-record – Ack Kinmonth
Sound Design – Ross Batten (Rosco Audio)
Media Agency: OMD Brisbane
Managing Director: Rob Swinton
Business Director: Axelle Torche
Account Director: Matt Evans
Account Manager: Kaitlin Macer
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