Growth consultancy PENSO has developed a new brand platform for Australian Unity, calling on optimists to join the one million Aussies already building a brighter future for themselves.
In the first campaign since being appointed by the 176-year old mutual organisation at the end of last year, PENSO has repositioned Australian Unity with the overarching brand platform of ‘Join the Optimists’, bringing together the business’ three key pillars of health, wealth and living.
The first phase of the integrated campaign includes radio, out of home and digital.
PENSO and Australian Unity commissioned father and son composer and musician David and Sam Hirschfelder to create a brand anthem to be used across all audio touch points of the campaign.
Con Frantzeskos, founder and CEO at PENSO, said: “’Join the Optimists’ reframes Australian Unity’s key offerings in health, wealth and living into positive purchases, driven not by fear, but by the desire to thrive.
“Optimism is a powerful and distinctive emotion for Australia Unity in an era of uncertainty. We look forward to bringing this campaign position to life to other areas later this year.”
Laura Jennings, head of brand at Australian Unity, added: “Australians pride themselves on being pragmatic optimists. As the number of health, wealth and living service providers expands and products increase in complexity, we needed to articulate our diverse range of products while maintaining the trust we have built up over more than 170 years.
“This platform simply articulates our offering, and it will help us stand out in an increasingly cluttered market.”