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 turned the traditional “grey market” advertising approach on its head. 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 campaign and its strapline “It takes all of your home, to be all of you” have been well received by Stannah customers. Many have said how they feel “seen” and uplifted by the advert.

The campaign has improved consideration, with over 9 in 10 Post Recall respondents more likely to consider a stairlift or a homelift as a direct result of the brand campaign. With an increase in unprompted brand awareness, the campaign has seen a positive ripple effect across the business, driving increased inquiries, leads and social engagement.

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

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

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