Australia’s largest non-bank lender Pepper Money tomorrow launches a fully-integrated, multi-million-dollar Real Life nationwide brand campaign supporting and celebrating the lives of everyday Australians via its in-house agency, String Theory.
Resplendent with Hills Hoist, a Holden car, swimming-pool-adapted ute and a girl called Chanel, the centrepiece of the campaign is a musical video – a tongue-in cheek Aussie parody of American Jake Owens’ song of the same name, Real Life.
The video was directed by Australian Stuart Bowen and features local actors, Lloyd Allison-Young and Margarita Gershkovich, in the leading roles with cameo appearances from 20 Pepper employees.
Pepper Money’s CEO, Australia and New Zealand, Mario Rehayem said the non-bank’s brand had always focused on being a real and fresh alternative to the banks because of Pepper’s personal approach to borrowers’ individual situations and it was time to dial up this message.
“Pepper Money’s brand has evolved and, after two decades, it is time to showcase the people we represent – real-life Australians. We’re proud to be launching tomorrow across a wide range of media our anthemic celebration to Australians facing the highs and lows of real life.
“A warning though: the catchy title tune, sung by Lloyd Allison-Young is a real earworm. My kids can’t stop humming it, and I find myself singing it in the shower.”
The creative force behind the campaign is Pepper Money’s creative agency String Theory, with Customedia responsible for the media buy. The campaign, which kicks off on Tuesday with a takeover of YouTube and Nine Publishing’s digital mastheads, also includes a national TV and major metro radio campaign to be run over the next three months, complemented by outdoor and social media advertising.
The inspiration for the Real Life campaign comes from Pepper Money’s customer data and insights, which shows how real life events impact Australians’ lives and, with the right tailored financial solutions, Pepper is helping customers achieve positive outcomes.
Pepper Money’s chief customer experience officer, Joanne Thrift, said: “The world keeps changing and Pepper Money is keeping pace with the breadth of customers we now support. Indeed, for many of them the nine-to-five job is a thing of the past. Increasingly, they’re having to adapt to new ways of working, being self-employed, working later in life, and working multiple jobs.
“In that context, String Theory sought to create an anthemic celebration of Pepper Money’s customers, in all their wonderful diversity, and to build on Pepper’s 20 successful years to position the brand as meeting the rapidly-evolving needs of those Aussie mortgage borrowers,” Ms Thrift said.
“A brand campaign of this type is a first for Pepper Money and the close relationship we have with our longstanding creative and media partners has allowed us to create such a standout campaign. I believe this will set Pepper Money apart from Australian banks and the other non-bank lenders in the market and clearly demonstrates that Pepper Money gets that real life happens,” said Thrift.
Client – Pepper Money
Chief Customer Experience Officer: Joanne Thrift
Head of Marketing and Brand, Pepper Money: Alison Green
Brand and Sponsorship Manager: David Berry
Brand and Sponsorship Coordinator: Adrian Nigro
Creative Agency – String Theory
Director: Dr Jane Cherrington
Executive Creative Director: Jeremy Taine
Creative Director: Tim Blower
Producer: Alva Waldren
Media Agency – Customedia
Head of Digital: Richard Warwick
Senior Partner: Toby Roderick
Media Analyst: Tegan Vaha
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