Research conducted by lead researcher, Dr Daniela Weber (of the Wittgenstein Centre) found that 1 in 5 women and 1 in 6 men aged 65+ in the UK will be affected by a physical disability by 2047 (Handicare UK article). Disability can have a profound impact on how people live their everyday lives and problems with mobility tend to increase as we get older.
While there are countless mobility aids to assist with disability at home, often complexities arise with maintaining a sense of independence with transport. Getting from A to B is something most of us think nothing about and manage with ease, but those who suffer from mobility issues require vehicles that are customised to suit their particular needs. This is something that Jeep offers with their Motability scheme.
Whether you are a disabled driver, a carer or need to invest in a customised vehicle for a family member, Jeep has a range that ensures having a disability doesn’t mean compromising on style or quality. The scheme enables eligible disabled people who suffer from mobility issues to lease a new Jeep every 3 years by exchanging their weekly mobility allowance to run the vehicle.
To promote the Jeep Renegade and Jeep Compass Motability range, Jeep invested in pharmacy bag advertising, with branded pharmacy bags distributed across 250 independent pharmacies in Doncaster and Barnsley.
This is tactical targeting at its best when you consider that a pharmacy audience is primarily aged 65+ with carers and family members often collecting prescription medication on their behalf. This ensures that the messaging hits across 3 relevant and influential potential buyer demographics that the Motability scheme would benefit.