Apia takes path to wisdom in newly launched brand campaign via DDB Group, Melbourne
Experience is something to be valued; that’s the message from DDB Group Melbourne in a new brand platform for Apia.
The new brand platform, ‘Because we know you know’ centres around Apia’s understanding of its customers’ wisdom and is currently being rolled out across Australia. The platform supports a TV campaign, a Facebook campaign, multiple press, outdoor, digital display and radio executions, plus over 60 dynamically created YouTube bumpers. The bumpers utilise Google’s Vogon platform and feature brand messages targeted to user’s video search preferences.
The TV campaign playfully sends up the inexperience of youth. Each spot features a musical band of 50-somethings quietly observing scenes that display a distinct lack of wisdom. Throughout each spot the band sing a cover of ‘Ooh-la-la’ by The Faces, a track whose chorus is, “I wish that I knew what I know now, when I was younger” and it acts as a mnemonic for the campaign. Other channels are used to deliver pearls of wisdom that relate to Apia’s product offering.
Says Jim Ritchie, CD, DDB Group, Melbourne: “The over-fifties market is not only one of the broadest, it’s also perhaps the most misrepresented. We were keen to move the advertising away from a staid category offering, reliant on holding a mirror to its audience, to brand capable of existing within culture – and wisdom provides the perfect platform to do just that. To use the old adage, we didn’t want to teach our audience to ‘suck
eggs’; rather celebrate their wisdom in a light-hearted and memorable way.”
The campaign stems directly from Apia’s ‘rewarding experience’ philosophy.
Says Travis Hughes, manager, Apia Marketing: “At Apia we know whilst everyone is different, the one thing over 50s have in common is the experience of life, which deserves to be recognised and valued. This new brand platform is an opportunity for Apia to tip its hat to the wisdom and experience of our customers and demonstrate why we’re exclusively for over 50’s in a creatively engaging way.”
The new brand campaign is currently in the middle of its roll out, and will evolve into an ‘always on’ strategy over the coming months.
Agency – DDB Group, Melbourne
Group Creative Director – Jim Ritchie
Creative Director – Andrew ‘Fish’ Fisher
Art Director – Becky Morris
Copywriter – Anna Yates
Copywriter – Locki Choi
Head of Onscreen – Tuesday Picken
Senior Producer – Jo Alach / Sophie Simmons (Post Production)
Managing Director, Track – Tess Doughty
Senior Client Lead – Angela Bishop
Executive Planning Director – Ian Forth
Senior Planner – Rob Martyn-Wilde
Account Manager – Stuart Smith
Managing Director, Mango – Rebecca Ahern
Head of PR – Amanda Sheat
Head of Social – Penelope Lipsham
Senior Social Media Manager – Stephanie Grapsas
Account Executive – Sian Salmon
Production Company – Goodoil Films
Director – Abe Forsythe
Executive Producer – Simon Thomas
Producer – Jodi Matterson / Llew Griffiths
DOP – Lachlan Milne
Editor – Drew Thompson, Arc Edit
Grade – Martin Greer, The Refinery
Online Edit – Chris Reynolds, The Refinery
Music Supervision – Karl Richter, Level 2 Music
Composition – Electric Dreams Studio
Casting – Stevie Ray, McGregor Casting
Sound Mixing – Phil Kenihan @ Front of House
Tim Hernadi – Head of Brand Marketing, Suncorp
Travis Hughes – Manager, Apia Marketing
Nick Coombe – Marketing Manager, Customer Sales
Jade Thomas – Marketing Specialist
Media – Starcom
23 Comments
At first I was thinking ‘shit, another one of those lifestyle spots with a crappy folk jingle’ but the twist was rewarding.
I like it a lot.
And well over 50 – but as soon as you tell me a product is for “over 50’s” I don’t want it.
Won’t even investigate it. Ego I guess – but don’t think I am alone. What Apia needs is insurance for super smart people and I’ll be there is a flash
Sorry but this just looks like it was cheaply made. Lazy.
Good insight, plays to the heritage of the brand but also congratulates the wisdom of the target audience and makes them feel smart for using the product.
This will work nicely.
Who is the banjo player in the commercial? He has long grey hair and beard. It’s really bugging my step mum. She knows him from somewhere.
Yes Tina, I’m the same as your step mum, it’s really bugging me too. Who is that guy with the grey hair and beard?
To Tina and Deb the Guy with the Beard is an Actor called Geoff Morrell who was in the Aussie Crime Drama Murder Call hope this might help.
Stupid ad. All you hear is “when I was younger” in the jingle. Sounds like a bunch of people regretting their age and wishing they were young again.
love this add.who is the banjo player
Who is the actor working late on his computer?
Great ad and I think the lead singer needs recognition!
Love the ad , the song and the Banjo player ….
Know the bearded banjo player must have been in more shows than just murder call
Know the bearded banjo player must have been in more shows than just murder call
Who is the guy at the computer?
I like the guy with the beard with his pearls of wisdom that pops up in my Words with Friends games 😀
I’m interested in the rest of the band.
Identifying Geoff Morrell is a no-brainer – he’s a legend.
The lady with the curly blonde hair looks really familiar, and one of the other guys looks like Geoff from The Wiggles.
Can anybody help with the rest of the talent?
who is thd guy on the computer
Deb; Tina: Falkirk and others asking about the banjo player. He is actor Geoff Morell who has appeared in –
Blackrock (1997)
Oscar and Lucinda (1997)
Murder Call (series) (1997–1999)
Looking for Alibrandi (2000)
Grass Roots (series) (2000–2001)
Changi (mini-series) (2001)
My Husband My Killer (2001)
Ned Kelly (2003)
Marking Time (telemovie) (2003)
Blue Heelers (series) (2004–2005)
Right Here Right Now (2004)
Bastard Boys (2007)
Lucky Miles (2007)
Rogue (2007)
Emerald Falls (2008)
Sea Patrol (2008)
Ten Empty (2008)
Rogue Nation (2008)
Packed to the Rafters (2009)
Rake (2010)
Ragtime (2011)
Cloudstreet (2011)
Winners & Losers (2011)
Home and Away (2011–2012)
The Mule (2014)
8MMM Aboriginal Radio (2015)
Catching Milat (2015)
It’s a great add a lovely refreshing add instead of the disgusting BCF add and the ship creek add for Aami. This add is not offensive and all ages can listen to it. The parents if the children in the other 2 adds I mentioned should be ashamed of themselves subjecting their children to such vulger advertising. Only good to atract Bogans.
Love that banjo player
Who are the country band singers in the APIA commercial Not listed om your Internet pages Names please.
Found the Trivago add girl easily. She is based in Berlin with a singing group!
Dave
Geoff Morrell was also in the fantastic play Death and the Maiden by Ariel Dorfman. Brilliant.