Apia advocates many benefits that come with age in latest campaign launching tonight via RAPP
CB Exclusive – Apia is advocating the many benefits that come with age and experience in its new campaign via RAPP Melbourne, breaking tonight.
Whilst this group is large and diverse, Apia and RAPP identified one unifying characteristic that is true for all the over 50s; they’ve lived more, loved more and experienced more. And, far from being over the hill, they’re just getting an increasingly better view of life.
The campaign will launch tonight with the 30-second brand spot, directed by Jake Robb, and additional supporting 30 second commercials covering a broad range of lifestyle scenarios recognising the differences (as well as the similarities) of the retirement demographic. The supporting TVCs promote Apia’s home, motor and funeral insurances.
Says Travis Hughes, Apia brand manager: “This is more than just an advertising campaign for Apia. This will be an ongoing integrated communications platform designed to build brand affinity across various channels including Content, Social, PR, our CRM programs and this advertising campaign.”
Adds Apia marketing manager, Mark Behr: “It was important for us to demonstrate Apia’s higher purpose and champion the value of experience whilst challenging the misconceptions of age that are out there. We’re confident with this emotive approach and believe this will continue to strengthen our position as over 50 specialists as we stretch the Apia brand beyond insurance.”
RAPP Melbourne’s executive creative director, Steve Crawford comments, “The over 50s aren’t well represented in the media and when they are, they’re often portrayed as a silver-haired, out-of-touch stereotype. Or, alternatively, comically “young-old” people wearing lycra and spinning on the floor to some hard-core dance track. In this campaign we’ve aimed to demonstrate that we recognise and respect that life experience is a valuable commodity: Apia rewards that experience.”
Agency
Executive Creative Director – Steve Crawford
Creative Director – Murray Bransgrove
Senior Writer – Andrew Fisher
Planning Director – Tom Hyde
Head of Onscreen – Simon Thomas
Onscreen Producer – Jo Alach
Managing Partner – Tess Doughty
Senior Account Manager – Pia Christiansen
Production
Production Company – Fiction Film Co
Director – Jake Robb
DOP – Garry Richards
Producer – Jackie Fish
Post
Editor – Tim Parrington (The Butchery)
Grade – Martin Greer (The Refinery)
Online – Eugene Richards (The Refinery)
Sound mix – Dylan Stephens (Risk Sound)
Music Composition – Elliot Wheeler, Turning Studios
Client Team
Apia Marketing Manager – Mark Behr
Apia Brand Manager – Travis Hughes
Apia Brand Advisor – Angie Moore
1 Comment
Wow looks very well thought out. Good to see a genuine understanding of the 50+ market with this emotive campaign.