Engaging silver-aged models to provide one-stop marketing solutions while promoting active ageing
OHH Dear Communications Company Limited established the first "silver-aged" model and marketing agency in Hong Kong with the objective of promoting active ageing through engaging elderly to provide modelling service.
Riding on the success of the start-up project supported by the SIE Fund in 2017, the team proposes to expand the business from modelling service to a talent agency cum media firm. It targets at providing integrated one-stop solutions for advertisers and marketers on top of the existing senior modelling service. The venture aims to amplify the social impact on advocating active ageing and promoting an age-friendly environment.
The new initiative consists of a talent hub and a media platform. "Silver-aged" talents from diverse backgrounds will be recruited and given professional training in modelling, social media skills, etc. The trained talents can then provide modelling service, take part in different events on behalf of the brands, as well as deliver project-based marketing service for online media. A lifestyle-oriented online platform targeting at the silver generation will be launched. The platform will offer digital media service and one-stop marketing solutions to corporate clients. It will crossover with young and up-and-coming YouTubers, key opinion leaders (KOLs), bloggers and youth organisations to co-design cross-generation contents.