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Reading: Flying goat to boost Choice
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B&T > Advertising > Flying goat to boost Choice
Advertising

Flying goat to boost Choice

Staff Writers
Published on: 21st November 2013 at 1:33 PM
Staff Writers
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A rainbow-emitting, eagle-winged goat is out to convince shoppers they would be better off using Choice to help them with those tough purchasing decisions.

A new television campaign for Choice, created by Workshop Australia, is targeting younger Australians to boost the consumer advocacy group’s membership base.

Choice’s current membership base is 160,000.

Matt Arbon, creative lead at Workshop, said: “Our research showed that too much choice can make consumers unhappy. We wanted to show that the real benefit CHOICE provides its’ members is a greater confidence when making purchase decisions. This freedom allows them to think about the things that really matter to them. Like goats and rainbow memes, for example.”

Choice’s head of marketing Kim Anderson added: “For more than 50 years, CHOICE has positively informed the purchasing decisions of Australians, saving them time and money. We are excited about the opportunity of further engaging with a new generation of Australian consumers who are increasingly aware that unbiased advice can help them make successful choices. The Workshop team has developed a stand out campaign we believe will do exactly that.”

CREDITS: CHOICE Director of Marketing: Cristel Lee Leed CHOICE Head of Marketing: Kim Anderson CHOICE Marketing Manager: Tim Muller Creative Lead: Matt Arbon Art Director: Alex Davidson Planning Director: Belinda Elworthy Business Director: Adam Levee Business Manager:  Melanie Miletovic Director: Bryan Moses Production: Shotbox Films Post production: Postbox

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By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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