Indie Agency Archetype Unveils Latest Work For Finance Marketplace Compare Club
Personal finance marketplace and advice company Compare Club has launched its first-ever brand-focused campaign via global creative agency Archetype, titled “Join The Club”.
The animated advert is designed to show how Compare Club can solve everyday financial stresses on major expenses such as home loans and health insurance.
It builds on the ExpertEase platform that the brand launched earlier this year via production house 90 Seconds, which Mickey Madgett, creative director at Archetype, was the original brains behind when he worked in-house at Compare Club as a freelancer before joining Archetype.
The advert shows a barbecue setting, where friends complain about their household bills when the woman on the barbecue wearing a Compare Club branded apron puts out the fire and explains that Compare Club can help you switch providers and lenders to save money, and does all the work for you, making switching easy with the prowess of its experts – Compare Club’s ExpertEase.
The ad airs this week exclusively across Nine network countrywide, 2GB, 3AW, 4BC, mid-morning advertorial, and digitally across Nine’s news properties including The Age and The Sydney Morning Herald. The media buying was done in-house.
Compare Club chief marketing officer Rich McPharlin said the company’s first brand-focused campaign with the biggest spend yet is aiming to properly introduce themselves to Australians.
“We’re now the biggest health and life insurance comparator in the country, and have a growing home loans book, but we’re also one of Australia’s best kept secrets – and we knew that we needed to make a splash with a brand focused campaign.”
“Nine was a logical choice of partner for us with the scale and reach of their network, while shows such as A Current Affair and their talk radio programming have a history of standing up to make a positive difference in the lives of ordinary Australian households, which aligns with our mission to improve our nation’s finances.
“Creatively, Mickey and the team at Archetype really got our business challenge with a concept that stretched across all media channels. They really picked up on our points of difference over other comparators and we loved the simple idea that joining the club could save people thousands.”
“Our aim is to become the biggest comparator in Australia, all built on the bedrock of our ExpertEase.”
This is Compare Club’s first major campaign in the brand space and will be balanced by their in-house performance team.
“We’ve always invested heavily in digital but we can see the benefits already of having a strong brand. We’ll still continue to be one of Australia’s most successful digital marketing teams but we’re now applying the same data and audience intelligence that we’ve used to build the business to build the brand in order to grow our market share.
“We can see huge growth potential for our end-to-end business model, especially as finances get more complex and households need to get as much value as they possibly can from their insurance, mortgage and other bills.”
“We’re not here to win awards. We’re here to get as many people as possible to Join The Club.”
Mickey Madgett, creative director at Archetype, said, “I’ve known the Compare Club team for a while now, working with them last year to develop their creative platform, ExpertEase. It was fantastic to be asked to come back with my new agency, Archetype, to deliver Compare Club’s first national campaign.”
“The cost of living in Australia has risen across the board in the last few years, interest rates, insurance premiums and utility bills are through the roof and impacting everyone. As the old adage says, “join the club.”
“Playing off this well-known phrase, we developed an integrated campaign to invite Aussies to join a different kind of club and discover how Compare Club’s ExpertEase can help them find the right deal to save more.”
Credits:
CMO: Rich McPharlin
Head of Performance and Growth: Jennifer Massena
Senior Brand Manager: Gary Andrews
Media consultant: Amanda Buckley
Head of Design: Niel Bhalshankar
Designers: Laksamana Shanahan, Samuel Dionysious
Digital Marketing Manager: Jimmy Li
Data Analyst: Earl De Vera
Archetype Credits:
Managing Director: Karen Coleman
Client Services Director: Claire Chapman
Head of Copy/Content Director: Benjamin Amdur
Producer: Pamela Devied
Latest News
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
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 […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.