OFM Investment Group needed a more appropriate name and brand for themselves, as their full name (Over Fifty Mutual Investment Group) suggested that they were an investment firm that specialised in retirement funding for over fifty year olds but their brand wasn’t getting the cut through needed.
While their existing brand had the gravitas of a traditional financial service business they found they needed to change the way they talked to a market that now included the baby boomers.
Through extensive research into the changing seniors market, Truly Deeply discovered today’s over fifties see themselves as closer to Gen X in style than to the war babies that preceded them. This and a new strategic essence: powering financial choice drove creative solutions that provided an identity that was current and optimistic while still being easily accessible by older customers.
The newly renamed Over Fifty Group were no longer apologetic for specialising in the over fifty market, they are proud of it. Research revealed that today’s over fifties see themselves to have more in common with Generation X than the war babies that preceded them. More importantly, they don’t respond to traditional cues communicated to that market.