Experience is something to be valued – that’s the message from DDB Group Melbourne in a new brand campaign for Apia.
The campaign platform, ‘Because we know you know’, centres around the insurance company’s understanding of its customers’ wisdom and is currently being rolled out across Australia, and will evolve into an ‘always on’ strategy over the coming months.
The platform supports a TV campaign, a Facebook campaign, multiple press, outdoor, digital display and radio executions, plus over 60 YouTube bumpers which utilise Google’s Vogon platform and feature brand messages targeted to users’ video search preferences.
DDB Group Melbourne creative director Jim Ritchie said the over-50s market is not only one of the broadest, but 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 [a] brand capable of existing within culture – and wisdom provides the perfect platform to do just that,” he said.
“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.
“At Apia, we know whilst everyone is different,” marketing manager Travis Hughes said.
“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-50s in a creatively engaging way.”
Group creative director – Jim Ritchie
Creative director – Andrew ‘Fish’ Fisher
Art 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 marketing
Nick Coombe – marketing manager, customer sales
Jade Thomas – marketing specialist