Apia takes a look at relatable moments in newly launched campaign via DDB Group Melbourne
Apia takes a look at the real-life, relatable moments over 50s experience with its new campaign via DDB Group Melbourne.
For 30 years Apia has been designing products and services for Australians over 50. This new Home Insurance, Health Insurance and Multi-Policy Discounts campaign aims to speak to people in a way that’s refreshing, relatable and humorous.
Says Travis Hughes, manager marketing, Apia: “Apia is in a unique space having a very set target market, which allows us to explore the moments and attitudes that matter to this audience without trying to relate to everyone. We look forward to expanding on this campaign in the future.”
Says Stuart Turner, executive creative director, DDB Group Melbourne: “We believe this work is a step in the right direction for a category that has historically been misunderstood and misprepresented.
“By showing meaningful life stage moments our audience can connect with, like selling the family home or reviewing their health insurance, these spots speak to culture and look to build feeling – both of which are at the heart of everything we do here at DDB Group Melbourne.”
Agency: DDB Group Melbourne
Group Managing Director: Kate Sterling
Executive Creative Director: Stu Turner
Executive Planning Director: Ian Forth
Creative Director: Murray Bransgrove
Copywriter: Bec Griffiths
Senior Business Director: Luke Osborn
Production Company: The Producers
Director/DoP: Mitch Kennedy
Producer: Victoria Conners
Post Production: Manimal Post
Editor: Michael Houlihan
Colourist: Martin Greer
Online: Ryan Brett
Audio Production: Front of House
Client: Apia
Tim Hernadi: Head of Brand Marketing
Travis Hughes: Manager, Apia Marketing
Potta Findikidis: Manager, Product Marketing
Jade Thomas: Marketing Manager
6 Comments
i’m over 50 and i hate these commercials
(hint) we’re not looking back, we’re looking forwards
An early contender for worst campaign of 2018.
How on earth do these spots “speak to culture and look to build feeling”?
I smell desperation.
there are 3 kinds of ads 1: those that are engaging and enjoyable and therefore put you in a frame of mind that is favourable to the product or service on offer. (A minority) 2: Those that go unnoticed. (The majority)
3: Those that piss you off so much you will never ever consider purchasing the product or service on offer. (A minority) This campaign is a perfect example of number 3.