Apia Tips Its Hat To Customers’ Wisdom In New Campaign Via DDB Group Melbourne

Apia Tips Its Hat To Customers’ Wisdom In New Campaign Via DDB Group Melbourne

Experience is something to be valued – that’s the message from DDB Group Melbourne in a new brand campaign for Apia.

B&T Magazine
Posted by B&T Magazine

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.”

CREDITS

Agency:

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:

Production company – Goodoil Films

Director – Abe Forsythe

Executive producer – Simon Thomas

Producer – Jodi Matterson/ Llew Griffiths

DOP – Lachlan Milne

 

Post:

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

 

Client team:

Tim Hernadi – head of brand marketing, Suncorp

Travis Hughes – manager, Apia marketing

Nick Coombe – marketing manager, customer sales

Jade Thomas – marketing specialist

 

Media:

Starcom