Apia takes path to wisdom in newly launched brand campaign via DDB Group, Melbourne


Screen Shot 2017-03-15 at 10.15.51 am.jpgExperience 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.

apia1.jpgThe 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 ‘suckapia2.jpg 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

apia3.jpgGroup 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

apia5.jpgNick Coombe – Marketing Manager, Customer Sales

Jade Thomas – Marketing Specialist

Media – Starcom