PENSO Calls On Optimists In First Campaign For Australian Unity

PENSO Calls On Optimists In First Campaign For Australian Unity
Tim Addington
By Tim Addington



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.”




Please login with linkedin to comment

Join the Optimists tic tac xavier rudd

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]