Stannah Stairlifts & Homelifts

Brand Development

Building a heritage brand to drive growth for future generations.

The challenge.

Stannah is a household brand that is well-known and respected by the older generation. However, they recognised that younger generations – their future customers and potential influencers – didn’t share that same connection, which could lead to a dramatic fall in their place in the market.

In order to protect its heritage, reputation, and long-term profitability, Stannah needed to protect and futureproof its brand. They needed to find a new focus that set them apart from their competition - one that didn’t rely on price or features.

Additionally, Stannah wanted to create synergy between its stairlift and home lift products, creating a cohesive brand that could work side by side.

The solution.

It's important to approach those facing mobility challenges with respect and understanding, not to patronise or stereotype them but to lift them up and empower them.

As such, Bluesoup worked with Creative Coalition and turned the traditional “grey market” advertising approach on its head. Together, we created a campaign to break down barriers. Instead of focusing on limitations or loss, we highlighted the freedom and independence that would come with owning a stairlift or home lift - showing how it could enhance life, not define it. “Enjoy the life upstairs.”

The campaign's centrepiece was a powerful TV advert that featured people of all ages, races, and genders embracing a wide variety of activities, from tucking grandchildren into bed to rediscovering hobbies. “Up on the Roof” provided the perfect nostalgic soundtrack to create an emotional connection in the campaign.

The results.

The Stannah campaign, “It takes all of your home, to be all of you,” set out to reposition the brand with warmth and authenticity - and it delivered.Many customers said the advert made them feel “seen” and uplifted.

Over 90% of post-recall respondents said they were more likely to consider a stairlift or homelift after seeing the campaign. It also boosted unprompted brand awareness and drove an increase in leads, inquiries and social engagement. Brand perception improved overall, with 86% recognising Stannah’s wider offering of home lifts, and 80% of respondents expressing a favourable opinion of the brand.

By flipping the grey narrative, Bluesoup and Creative Coalition have helped Stannah protect its legacy and position itself as the brand of choice for future generations.

If you want to see your product grow in the silver market, contact the Bluesoup team today!

Hear what Jennette Carder from Stannah has to say about working with Bluesoup!

View next case study

CI Travel