Case Studies - BBC

As part of their ‘Why Should I Worry’ series, BBC TV produced a programme on ageing, presented by Richard Hammond. The programme explored the practical, physiological and psychological effects of growing old in the UK today. On the advertising, marketing and research side, Millennium was asked, as the UK’s leading expert in communicating to mature consumers, to provide an instant snapshot of the changing demographics, attitudes and behaviour of this large, important and diverse consumer market.

The Millennium contribution included a wealth of original insights and, to demonstrate how advertising can work to this market, a one-off campaign was created to show how much more direct, bold and brave jean advertisers might become in the future as their primary purchasers, the baby boomers, refuse to settle to a quiet life in beige cardigans and carpet slippers. After all, these were the original Rebels Without a Cause, the original Teenagers in Love. These are the generations that changed the western world forever. Why should they even think of stopping now?