Aside from the global recession, there is one thing in common that happened across the nation: ageing population. Senior population across the world is predicted more than 500 million population 2020. This mega-trend trigers major companies to shift their gear and design a strategy to win this future market.
Indonesia, the fourth largest populated country, is a developing country with typical pyramid shaped population. However, due to increasing life expectancy in Indonesia, senior population start to arise gradually. Between 2012 to 2030, 50+ year old population group is expected to increase by 84% (euromonitor data).
HiLo Approach
HiLo is one of biggest dairy Brand in Indonesia, which provide a calcium fortified milk to the market as a solution to fight osteoporosis and hidden hunger (mineral defficiencies). HiLo is well-known for it’s young, fun, and energetic spirit, since the Brand always leverage the benefit through positive emotion campaign. As HiLo Brand Manager, I am challenged to provide a better solution for senior market.
The first step is preparing an innovative new product. Several focus group discussion was held to acquire the market insights. Study literature is also used to gather information about nutrition requirements for senior market, with focus benefit on bone, joint, and total wellbeing. As part of the campaign, a TV-commercial is produced to communicate the product.
HiLo Platinum TV commercial are run nationwide, targeting Indonesian senior market. The campaign get a lots of buzz in social media, and become one of the most favourite commercial over the period. Through the campaign, HiLo address that getting older should not necessarily mean less energetic. The ad resonates with the senior market, since it communicates the target market aspiration: old outside, young from the inside. If the success is carried on, HiLo will secure its market position as the senior market is growing in the country.