Aussie comparison website Canstar has launched its first ever major above-the-line advertising campaign that encourages consumers to ‘Be Canstar Sure’ when it comes to their financial decisions.
The seven-week campaign will run on Network Ten’s national free-to-air TV and will be supported by social media and other digital marketing.
Canstar has teamed up with expert food reviewer and Masterchef Australia judge Matt for the campaign to explain the company’s 5-Star Ratings of financial products based on price and features.
Andrew Spicer, CEO and managing director of Canstar, said: “This is the first time in Canstar’s 25-year history that we have done anything like this, and we’re really excited to be talking directly to consumers to help more Australians compare and confidently find the right financial product for them.”
“When it comes to finding an outstanding value home loan, credit card, insurance policy or more, price is an important consideration, but so too are the product features that may help people achieve their financial goals sooner.
“We factor both price and features into our Star Ratings to help consumers benefit from the best of both worlds, and enable them to compare a wide range of brands, including all the brands that you expect to see, as well as lots of other lesser-known but great value brands.”
Sara Tweedly, group executive of digital and marketing, said: “We know that 60 per cent** of Australian adults recognise our logo, but we wanted to make certain that they knew we weren’t only a well-known research agency and that they can also compare financial products on our site.
“This advertising campaign is designed to better consumers’ understanding of what we do and why Canstar should be the place to go when they are looking to compare finance products, with home loans a key focus in this campaign.
“We felt Matt Preston was the perfect fit to communicate our key message that not all comparisons are the same, given that we expertly assess thousands of products based on both price and features in a way that is similar to how Matt expertly critiques food on flavour and presentation.”
The creative idea for the campaign was imagined and produced by Noisy Beast.
Adam Hilton, managing director at Noisy Beast, said: “We were excited to be working with such a long-standing and heavily recognised brand that offered a clean slate when came to their creative direction, but that also had the challenge of cleverly explaining a complex financial decision-making process in an easy-to-understand way.”
Group executive of digital and marketing – Sara Tweedly
Chief marketing adviser – Paul Duggan
Creative and media agency: Noisy Beast
Managing director – Adam Hilton
Creative director – Justin Nagorcka
Senior copywriter – Nick Munt
Senior art director – Paul Hermes
Group account director – Jo Hardy
Head of broadcast – Marlese Sloan
Production company: The Producers
Director – Colin Skyba
Producer – Tanya Spencer
DOP – Simon Ozolins
Stills – James Geer
Talent: Matt Preston