The Mansions at Sandy Springs/Memories

Client is a 55+ senior living community with over 75% of the target market female, 65+. Biggest barrier to moving is downsizing and the problems with children that mom is selling the "family home." Spot hits the nostalgic aspect but emphasizes "second phase of life" of the target market. Tested well in male markets as well and noted as not being "overly sentimental."