Following Selfwealth’s recent re-brand, the investment platform has released a new national brand campaign via Big Space Agency.
The campaign includes a new TVC and brand song, “Growin’ to the Moon”, which brings to life the concept of personal financial growth and confidence. Directed by MightyNice, the campaign film is supported by OOH and digital. New characters have already appeared on trams and billboards across Australia.
Big Space has also delivered a suite of updated key visuals that represent Selfwealth’s newly established brand mark and tagline, Grow You Good Thing. Depicting larger than life characters that have outgrown the financial rat race to live confidently on their own terms, they’re set against everyday, well-known Australian landscapes.
Transitioning Selfwealth from a transactional brand built on low-cost trades, the objective of the new work is to reposition the investment platform as one known for giving Australians the confidence to take control of their own wealth creation.
Selfwealth GM of marketing, Jarrod Purchase, says: “Financial investment opportunities are no longer bound by institutional constraints and there’s an opportunity for the average Australian to seek their own financial freedom, whatever that means to them. To get ahead you must have the confidence to take control of your own wealth creation journey.”
Big Space executive director of brand, Kieran Antill, adds: “Selfwealth has historically had massive success taking on the banks with low-cost, CHESS-sponsored trades. But the market is becoming increasingly competitive and our aim is to support Selfwealth’s ongoing growth by complementing these foundations with an emotional proposition that connects with their customers.”
“In our latest work for Selfwealth, we showcase how the platform can provide Australians with the opportunity and confidence to take control of their own wealth creation journey by offering trading across more markets than any other investment platform.”
Big Space has also created a new Selfwealth brand design system that informs marketingthrough to internal branding and product development. Internal support includes a video launch, employee assets, and an on-boarding package.
Campaign Credits:Client: SelfwealthCEO: Cath WhitakerGM Marketing: Jarrod Purchase Chief Product Officer: Josh Sprague Brand Agency: Big Space Agency (part of the Ne-Lo Group)Executive Director, Brand: Kieran AntillManaging Director: Ross HastingsDigital Design: Lex KoenContent Strategy: Alison JonesFilm Production: Meredyth JuddMarketing Strategy: Kirsten CravenCopywriter: Michael Dawson & Meagan FarynaCustomer Insights and Employee Engagement: Ne-Lo ConsultingManaging Director: Ross HastingsResearch Consultant: Shane DugganProduction Company: Mighty NiceDirector: Darren PriceDOP: Simon HigginsExecutive Producer: Tina BrahamProducer: Chloe MarshallHead of Studio: Ben SeagerStoryboards: Leanne LeeDesigns: Alea Trinajstic, Wendy Lu & Bonnie ForsythAnimation: Alea Trinajstic, Wendy Lu, Jarrod Prince, Darcy Woodbridge, Amy Charlick, Bonnie Forsyth, Alex Dray & Tessa EdenColourist: Summer AgnewCompositors: Gary Fouchy, Chris Zwar, Jamie Hoy & Mike LomasPrint: Alea Trinajstic, Wendy Lu, Tessa Eden, Gary Fouchy & Bonnie ForsythMedia: Ryval MediaMusic and Sound: Sonar Music
