Smart has launched its new ‘It Pays to Be Smart’ brand platform via Cocogun, shifting salary packaging marketing from product explanation to brand distinctiveness.
Despite high-level awareness among Australian workers, salary packaging remains underutilised and is often misunderstood, creating an opportunity for brands to make the category easier to understand and more accessible.
The approach reflects a deliberate shift in strategy from explaining the product to building distinctive brand assets that make the category simpler and more memorable.
“This is more than just a new campaign. It’s a shift in how we grow,” said Smart general manager of marketing Nikita Mehta.
“Salary packaging is one of the most underutilised financial tools in Australia, despite its ability to materially improve take-home pay. Our job is to make that value easier to understand, easier to remember and easier to act on.”
Historically, marketing in the category has focused on product features and compliance-led explanations. Smart’s approach has reframed the role of creative to simplify complexity and build long-term brand recall.
“If customers don’t understand the benefit, they won’t use the product. Simple storytelling through use of our distinctive brand assets is how we close that gap,” Mehta added.
‘It pays to be Smart’ is a brand platform that has introduced a cohesive creative system spanning animation, a brand world and visual identity for use across every channel.
“This work is intentionally very different for the category. We wanted to create a world that is frictionless, filled with possibility, joy and free of constraint. We wanted every touchpoint to reflect the brand experience,” said Cocogun co-founder and creative partner Ant Melder.
“We are thrilled to be working with the first-class team at Smart and be part of their bold brand ambitions. With the significant added bonus of working with like-minded folks at Cocogun,” said The SPEED Agency manager partner Ian Perrin.
“This project is more than just a single piece of animation. It’s a brand new world! The Smart Arm is stretchy, expressive and full of personality. We loved the idea of an arm stretching through a frictionless world, and creating a custom soundtrack means you really get to craft a piece where everything works together,” Mighty Nice director Mike Lomas added.
The campaign is live across BVOD, online, OOH and radio.
CREDITS
Client: Smart
General Manager, Marketing: Nikita Mehta
Head of Brand: Rowena Newman
Senior Brand & Go-To-Market Lead: Thanh Nguyen
Creative agency: Cocogun
Co-founder and Managing Director: Chiquita King
General Manager: Emily Hahn
Co-founder and Creative Partner: Ant Melder
Art Director: Shanice Schiffler
Art Director: Natalie Rutkowska
Copywriter: Brendan Morrow
Copywriter: Max Maclean
Brand Director: Mollie Starr
Design Director: Chris Clausen
Media agency: The SPEED Agency
Managing Partner: Ian Perrin
Head of Investment: Robert Maxwell
Senior Investment Manager: Mollie Cross
Investment Manager: Mayra Godwin
Production company: Mighty Nice
Executive Creative Director: Darren Price
Executive Producer: Tina Braham
Director: Mike Lomas
Producer: Chloe Marshall
Storyboards: Bonnie Forsyth, Alea Trinajstic
Design: Alea Trinajstic
Assets: Mike Lomas, Trent Rogan, Billy Harrison
Rig: Tessa Eden
Layout/Animation: Duncan MacLaren
Lighting: Trent Rogan, Mike Lomas
FX: Billy Harrison
Compositor: Mike Lomas, Gary Fouchy
Sound: Electric Sheep Music
Creative Director: Glenn Sarangapany
Executive Producer: Kate Stenhouse
Composer: Adrian Wilson
Sound Design: Georgia Collins
