Chartwell Seniors Housing is Canada’s largest seniors’ housing company.  IdealMinds brought our expertise in Branded Entertainment to Senior Star, a ‘Canadian Idol’ for seniors.  Hundreds of seniors across Canada competed to become a finalist at a gala event with national celebrity judges and host.

IdealMinds created a multi-media Senior Star campaign positioning Chartwell as premiere provider of seniors’ housing, and title sponsor of this celebration of seniors. IdealMinds ensured bra1ding across all media was consistent to reinforce both client brand and message, and maximized client ROI by effectively re-purposing elements across media.

• Branded Event: stylized, branded production design at the gala event, including branded staging and set design

• Branded TV Program: a one-hour television special with branded production design: tastefully branded opening sequence, graphics, and bumpers into and out of commercials.  The one-hour special aired on CTV.

• TV Commercials: produced 4 ‘success story’ TV commercials to air during the television broadcast

• Integrated Online Video Campaign: created an online video campaign, integrating Chartwell ‘success story’ commercials and clips of the Senior Star finalists on the client web site to promote both the ‘success’ and the ‘commitment to celebrating seniors’ messages permanently, and give viewers of the show a touchpoint following this uplifting event and broadcast.

The response after the broadcast was immediate.  From the client:
“Just finished watching the show and have already started to get calls and emails, great result.”