Australian Unity urges Aussies to ‘Join the Optimists’ in newly launched work via Penso

Growth consultancy Penso has developed a new brand platform for Australian Unity calling on optimists to join the one million Aussies already building a brighter future for themselves.

In the first campaign since being appointed by the 176-year old mutual at the end of last year, Australian Unity and Penso have repositioned the business with the overarching brand platform of ‘Join the Optimists’, bringing together Australian Unity’s three key pillars of Health, Wealth and Living.

Optimists buy health wealth and living products not because they fear ill-health or dying – but because they have the control to create a positive future.

The integrated campaign which in the first phase includes radio, out of home and digital, urges people to join Australian Unity and ‘The 1 million Australians who have created a bright future with us, today’.

Penso and Australian Unity commissioned father and son composer and musician David and Sam Hirschfelder to create a brand anthem to be used across all audio touchpoints of the campaign. Sam is a multi-instrumentalist composer who for the past six years has plated with Chet Faker. He also worked as a composer on the Deep Sea Challenge for James Cameron and Dance Academy – The Movie. His father David has composed scores for films including Strictly Ballroom, Shine, and Sliding Doors. In 1999 he was nominated for an Oscar and won a BAFTA Award for Best Original Score for Elizabeth.

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Penso was appointed by Australian Unity to manage brand strategy and creative, along with media partner Atomic 212.

Says Con Frantzeskos, founder and CEO, Penso: “Join the Optimists reframes Australian Unity’s key offerings in Health, Wealth and Living into positive purchases, driven not by fear, but by the desire to thrive. Optimism is a powerful and distinctive emotion for Australia Unity in an era of uncertainty. We look forward to bringing this campaign position to life to other areas later this year.”

Says Laura Jennings, head of brand: “Australians pride themselves on being pragmatic optimists.  As the number of health, wealth and living service providers expands and products increase in complexity, we needed to articulate our diverse range of products while maintaining the trust we have built up over more than 170 years. This platform simply articulates our offering and it will help us stand out in an increasingly cluttered market.”

In addition to its Melbourne base which started four years ago, Penso has a rapidly growing operation in Dubai. It works with clients including Emirates Group, AWB, Yas Island, Business Council of Australia, IMG Worlds, and Collingwood Football Club.