AARP Tells Millennial Media Buyers It's the 'Obvi' Place to Advertise ('Duh')

Weeklong Effort Targets Major Markets

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An example of an AARP ad aimed at millennials.
An example of an AARP ad aimed at millennials. Credit: Courtesy AARP

AARP is going after the millennials prevalent in media buying and planning with a campaign using slang it hopes resonates with them: "OMG," "Duh" and "Obvi."

The basis for the weeklong campaign -- which will include print, digital, social media and out of home -- is a September report by the Bureau of Labor Statistics that people aged 50 years and older are responsible for 51% of consumer spending in the U.S.

"We wanted to share this milestone with the media world," said Shelagh Daly Miller, group publisher of AARP Media.

The ads, created by Grey, pose questions such as "Does AARP Media reach 50+ better than anyone?" before answering in terms like "Duh."

The idea was taken from one of AARP's own guidelines, which is always speak to the audience's language. "This is very big for us and we applied the same principle to the ads -- they are simple, concise and spoken in their vernacular," said Patricia Lippe Davis, VP-marketing for AARP Media Sales.

The organization declined to disclose how much it is spending on the campaign. The immediate goal is get media planners to consider for marketers' ads this holiday season. "We know that we can make a difference in their results," Ms. Miller said.

But more broadly, AARP wants to remain top-of-mind for agencies when marketers need to reach certain consumers. "If you think sports, you go to ESPN. If you want kids, you go to Nickelodeon. We want to be the place where you go when you think 50-plus," said Ms. Miller.

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