How slashing its ‘22 production budget delivered Pepper Money 22% growth in brand awareness

Leading non-bank lender Pepper Money is on a mission to help people succeed. Post gruelling lockdowns, its own research highlighted how much Aussies depend on other people during tough times. It turns out that, in adversity, ordinary Aussies lending each other a hand is the backbone of their survival.

 

The Pepper Money team wanted to recognise and help further the efforts of those people making a real-life difference to others across Australia, with the Pepper Money Shout Out Awards.

Given the idea was grounded in the brand’s core values and could make a real difference, the board agreed to create an ‘awards fund’. The caveat? The funds had to come from the ’22 marketing production budget. In other words, lovely idea, but deliver it within an entire year of brand and marketing work on a production shoestring.

Working with its long-time agency partners, String Theory and Customedia, Pepper Money created a campaign that delivered, with high performance marketing assets to support the growing, award-winning non-bank brand and remain within the challenging budget.

The result is a stripped back, on-brand, creative approach. Real customers and internal teams offer a refreshingly authentic lineup of talent, telling the Pepper Money story in a truly compelling variety of ways. Pepper Money’s Shout Out calls have not only made a real-life difference to a variety of deserving Australians and their causes, but it also delivered a 22.5% increase in brand awareness.

According to Pepper Money’s general manager, marketing and brand, Sarah Pikardt, the decision to take this less conventional approach to the use of its marketing budget was simple: “Pepper Money was founded on the principle of helping people. It’s in our DNA. Everyone in the business has been on board and worked on the campaign – the results have been humbling and the calls to award winners have been really emotional.

“Each award has been designed specifically to meet the needs of the person and the situation. We wanted the Shout Out campaign to express what we do every day with our customers: treat each person as an individual, rather than a loan, and help with their unique situation.”

The Shout Out Awards were 100% employee-run, with nominations reviewed and selected by a panel of Pepper Money employees, who then participate in contacting the award winners and supporting them to continue their inspiring work.

To date, over 200 nominations have been made and 46 awards have been given out, based on people nominated by others in their community.

Examples include:
Dubbo-based Rhonda Towney – a proud First Nations Wiradjuri woman who took it on herself to play a leading role in sourcing spare fresh food from large corporations, collecting and delivering to people in need in rural areas. Rhonda’s work has now been made a little easier since Pepper Money’s chief human resources officer, Sue Kent, dropped her a surprise call to let her know that she was going to receive a new hybrid car worth over $20,000 and $1,000 a petrol voucher to help her do what she does. Sue and Pepper Money’s General manager of Asset Finance Ken Spellacy, even took the trip to Dubbo to deliver the car in person.

Melbourne-based Shannon Jones, who is partially blind and captain of the St Kilda Football Club Blind AFL team. Pepper Money donated Shout Out award funding for his unique interactive clinics offering children with partial or no vision the opportunity to have a go at playing footy in a safe environment, with AFL Blind Football. Jones now runs his blind Auskick clinics to help these children develop motor skills and enhance their confidence and social connectivity.

The campaign has also provided special equipment for a gym for people with disabilities, supported wildlife sanctuaries, helped with the distribution of food and supplies into communities, to volunteers, caregivers, and community good angels. And it’s given the people doing the hard work some personal love, with a bit of time out or a ‘special something’ they needed.

Pepper Money’s efforts have seen it recognised for a number of awards, including Non-Bank of the Year by the Australian Mortgage Awards, #8 on the AFR BOSS Most Innovative Companies list in the banking, superannuation and financial services category and as a finalist for ‘Championing Customer and Community’ in the inaugural 2022 Affie Awards.

The campaign launched in market in March across key broadcast channels and digital partnerships, including FTA TV, Foxtel, digital video and commercial radio, which was used as a brand response channel. There was also an integrated partnership with NewsCorp across print, audio and digital display, while specific Out of Home targeted major markets along with key local areas assisting overall awareness of the Pepper Money brand. Pepper Money also leveraged its co-Principal partnership with St Kilda Football Club in the AFL to promote the story of their very own Shannon Jones.

WATCH THE PEPPER MONEY TEAM SURPRISE THE AWARDEES HERE.

Client: Pepper Money
General Manager, Marketing and Brand: Sarah Pikardt
Head of Brand and Sponsorship: David Berry
Marketing Specialist: Adrian Nigro
Creative: String Theory
Creative Director: Jane Cherrington
Copywriter: Jeremy Taine
Art Director: Tim Blower
Producer: Susie Douglas
Senior Editor: Archie Porter
Media Agency: Customedia
Senior Partner: Toby Roderick
Head of Digital: Richard Warwick
Media Analyst: Carlos Alvarez