Yellow Brick Road gives Australia a ‘Super Slap’ in new campaign via dcb advertising and 12:20

| | 11 Comments

YBRSS.jpgWealth management company, Yellow Brick Road, commissioned dcb advertising to create an integrated launch campaign for its new super fund, RetireRight.

Already prevalent in the home loans space, this latest extension of the Yellow Brick Road suite of products further enhances the brand’s wealth management offering. Yellow Brick Road’s Super product, RetireRight, is designed to give all Australians the chance to take control of their superannuation and build a considered strategy for their future. Consumers can access the fund via Yellow Brick Road’s network of 150+ licensees across Australia, as well as online at www.ybr.com.au/super.

Says Darren Crichton-Browne, managing director of dcb: “The brief from Mark Bouris and the team at Yellow Brick Road was very clear. They wanted a campaign that snapped Australians out of their apathy towards Super.

“We engaged independent creative business 12:20 to write and develop the campaign, and the whole team is very pleased with the work. We’re confident it will achieve great cut-through on TV and deliver a successful launch for Yellow Brick Road Super.”

dcb and 12:20 have now completed a number of strong campaigns for Yellow Brick Road including their Empower Home Loans launch last November.

The TVC shows a mother attending to her cute little baby, before it gives her a huge slap across the face. A graphic fades up and reads, ‘Give someone a Super Slap’. Bouris then voices that Australia need a wake up call and needs to take an interest in their Superannuation if they want to enjoy a comfortable retirement. The campaign leverages the eye-opening fact that the average Australian couple requires around a million dollars to enjoy a comfortable retirement.

The campaign launches this Sunday nationally on the Nine Network and will be followed up with Press, Print, digital, social and in-store marketing.

Client Yellow Brick Road

Agency dcb advertising

Creative 12:20

Producer David Steindl

Production Company Infinity Squared

Director Daniel Reisinger

Audio Sandcastle