Experience is something to be valued; that's the message from DDB Group Melbourne in a new brand platform for Apia.
The brand platform 'Because we know you know', which is currently being rolled out across Australia, supports a TV campaign, a Facebook campaign, multiple press, outdoor, digital display and radio executions, plus over 60 dynamically created YouTube bumpers. The bumpers utilise Google's Vogon platform and feature brand messages targeted to user's video search preferences.
The TV campaign playfully sends up the inexperience of youth. Each spot features a musical band of 50-somethings quietly observing scenes that display a distinct lack of wisdom. Throughout each spot the band sing a cover of 'Ooh-la-la' by The Faces, a track whose chorus is, "I wish that I knew what I know now, when I was younger" and it acts as a mnemonic for the campaign. Other channels are used to deliver pearls of wisdom that relate to Apia's product offering.
Says Jim Ritchie, CD, DDB Group, Melbourne: "The over-fifties market is not only one of the broadest, it's also perhaps the most misrepresented. We were keen to move the advertising away from a staid category offering, reliant on holding a mirror to its audience, to brand capable of existing within culture - and wisdom provides the perfect platform to do just that. To use the old adage, we didn't want to teach our audience to 'suck
eggs'; rather celebrate their wisdom in a light-hearted and memorable way."
The campaign stems directly from Apia's 'rewarding experience' philosophy.
Says Travis Hughes, manager, Apia Marketing: "At Apia we know whilst everyone is different, the one thing over 50s have in common is the experience of life, which deserves to be recognised and valued. This new brand platform is an opportunity for Apia to tip its hat to the wisdom and experience of our customers and demonstrate why we're exclusively for over 50's in a creatively engaging way."
The new brand campaign is currently in the middle of its roll out, and will evolve into an 'always on' strategy over the coming months.Agency - DDB Group, MelbourneGroup Creative Director - Jim Ritchie
Creative Director - Andrew 'Fish' FisherArt Director - Becky Morris
Copywriter - Anna Yates
Copywriter - Locki Choi
Head of Onscreen - Tuesday Picken
Senior Producer - Jo Alach / Sophie Simmons (Post Production)
Managing Director, Track - Tess Doughty
Senior Client Lead - Angela Bishop
Executive Planning Director - Ian Forth
Senior Planner - Rob Martyn-Wilde
Account Manager - Stuart Smith
Managing Director, Mango - Rebecca Ahern
Head of PR - Amanda Sheat
Head of Social - Penelope Lipsham
Senior Social Media Manager - Stephanie Grapsas
Account Executive - Sian Salmon
Production Company - Goodoil Films
Director - Abe Forsythe
Executive Producer - Simon Thomas
Producer - Jodi Matterson / Llew Griffiths
DOP - Lachlan Milne
Editor - Drew Thompson, Arc Edit
Grade - Martin Greer, The Refinery
Online Edit - Chris Reynolds, The Refinery
Music Supervision - Karl Richter, Level 2 Music
Composition - Electric Dreams Studio
Casting - Stevie Ray, McGregor Casting
Sound Mixing - Phil Kenihan @ Front of House
Tim Hernadi - Head of Brand Marketing, Suncorp
Travis Hughes - Manager, Apia MarketingNick Coombe - Marketing Manager, Customer Sales
Jade Thomas - Marketing Specialist
Media - Starcom