AMP Launches New Brand Positioning Via Bastion

Through the support of Bastion, AMP has announced the launch of a new investment-focussed advertising campaign that recognises the importance of investing for all Australians.

The campaign, ‘For the investor in all of us’, demonstrates AMP’s focus on a diverse and broader customer base while reaffirming its 172-year heritage of supporting Australians. The key objective of the communications is to remind consumers of who AMP is, what it offers, and that it’s for all Australians. Whatever your goal, AMP can help you invest to realise it.

Ben Lyttle, Bastion’s chief strategy officer said: “This new brand position reflects an important truth about AMP, their products and Australians. Few realise their super is their second largest investment, behind their home. Or that their savings account is an investment too, just low risk and highly liquid. In fact, everything AMP offers is a form of investing and everything Australians do with their money is an act of investing.”

“When we played it back to consumers we saw a significant shift in how they perceived themselves, their money and AMP. A shift that made them feel better about themselves and about the role of AMP in Australia. It made them think differently about their financial decisions too. It led to the idea to acknowledge the investor in all of us. It’s a simple reframing but a powerful demonstration that everything we do is an investment for a better tomorrow,” added Lyttle.

“We couldn’t be prouder to have worked with the exceptional team at AMP to bring this new campaign to life, and the inclusive focus is something that particularly resonated with our team,” said Kath O’Shea, Client Services Director at Bastion.

The creative and media strategy involves communicating the brand message to drive mass awareness of AMP’s new investment position. A second phase, beginning later in October, will introduce product messaging to showcase the proof of products and services behind the new positioning.

The new campaign will be seen in mass reach channels such as TV, online video, large and small format outdoor, radio and social.

Credits

Client: AMP

Sheri Petersen, Head of Brand and Advertising

Joanna Lynsky-Smith, Senior Brand & Advertising Manager

Zoey Lyons, Senior Brand & Advertising Manager

Creative Agency: Bastion

Georgia Arnott, Executive Creative Director

Mike Guegan, Writer

Ben Lyttle, Chief Strategy Officer

Kath O’Shea, Client Services Director

Production Company: Collider Films

Dylan Duclos, Director

Annie Schutt, Producer

Media Agency: Universal McCann

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