Generation emporia
Gold
Excellent Brands
Consumer Electronics
Details
Emporia was founded in 1991 to make smartphone telephony and digital communication as easy as possible for senior citizens. 34 years later, the target group is more active and vital. The task was to rejuvenate the brand. The brand potential was identified in depth with the customer. The result: a new brand promise - simplicity is a decision. Storytelling via Generation emporia/Gen-e and presentation of the brand by engaging the younger stages of the target group's life through music, classic films and historical events. Hero of the campaign: the new ME.6 smartphone with physical no-panic button.
The Jury‘s Statement
Emporia, a leading company in senior-friendly technology, impresses with a strategic brand rejuvenation that embraces the zeitgeist of the 55+ target group. With the clear brand promise “Simplicity is a choice” and targeted storytelling that draws on emotional touchpoints from earlier life phases, the repositioning is both stylish and relevant. At the heart of the campaign, the ME.6 smartphone with a physical no-panic button underscores the focus on simple and functional technology. The design consistency and subtle approach create a powerful connection between the brand and its audience. This brand rejuvenation sets benchmarks through strategic clarity, design precision, and excellent execution.
