PENSO Calls On Optimists In First Campaign For Australian Unity

PENSO Calls On Optimists In First Campaign For Australian Unity
SHARE
THIS



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

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]