Superannuation company BT Financial Group is out to appeal to Gen Y with a ukulele playing girl, in a new spot created by MercerBell.
“Gen Y are optimistic and care about their financial future – they’re just not interested in it right now,” said David Bell, executive creative director at MercerBell.
“Our challenge was to engage a live-in-the-moment audience with a benefit that’s very future focused.”
The ad encourages 18-24 year olds to visit http://bt.com.au/back-in-the-day/ where they can watch the music video, sing up for an account and more.
The campaign includes online display ads, pre-rolls on YouTube and BT’s Facebook page.
Credits: client BT Financial, agency MercerBell, executive creative director David Bell, digital creative director Carmela Soares, creative group head Liz Kain, art director Sarah Straker, copywriter / lyrics Shelley Dodd, executive producer Scott Portelli, associate producer Pedro Santos, digital designers Kylie Lovegrove / Dan Fowler, digital strategist Maura Tuohy, retoucher Gene Stapleton, director/director of photography/post production Mint Films, music Smith and Western