MABLE CHAMPIONS ALL KINDS OF INDEPENDENCE, LAUNCHING A NEW BRAND CAMPAIGN VIA BASTION

Mable, digital disrupter, and Australia’s first online disability and aged care support platform has enlisted the help of people with disability and older Australians to spearhead a brand repositioning campaign by Bastion after a competitive pitch. The ‘My Kind of Independence’ campaign speaks to the company’s mission to bring people together to enable unique and inclusive lives filled with opportunity.

The campaign launched on Sunday with creative rolling out across TV, BVOD, OOH, Radio and Social, all amplifying responses to one simple question, “What’s your kind of independence”?

“The reason why I love the campaign is that it aligns with how I live my life. I really feel that if you believe in yourself and stay true to who you are, anything is possible, for me that is doing what you love. Literally all the lines in the campaign, I’m like, agree, agree, agree,” says cast member Moustafa Ardati, Motivational Speaker, Founder Stay True Be You.

“At Mable, we have a unique opportunity to elevate our brand from being a disruptor to the category leader. It’s a complicated industry where it can be tricky to find a ‘common ground’ that matches the individuality of everyone’s story. While we might have been quite shy in the past, we have created a truly better way for people to receive and provide support,” says Guillaume Papillon, Head of Marketing, Mable.

“We saw this as an opportunity for our brand to be bolder through strong positioning, which truly champions independence for people with disability, older Australians, and support workers. The team at Bastion then wooed us by developing a platform that truly places people at the centre of our brand and celebrates the uniqueness of everyone’s kind of independence.”

“The campaign is born of the insight that ‘independence isn’t one size fits all, or enjoyed by all’. For too long, people have not had the option to tailor their support to their specific needs and wants. This brand platform champions individualised independence, enabled by Mable,” explains Bastion CSO Angela Morris.

Says Simon Langley, Bastion Group CCO: “Like Mable, this campaign disrupts the category in the way we represent people with disability and older Australians. It’s bold, distinctive, and most importantly, authentic. We worked with an incredible cast who tell the unique Mable positioning through their own words in a powerful way that will connect with our target audience.”

EssenceMediacom planned the campaign’s media using Mable’s first-party data to determine the best messaging at a postcode level across screens and OOH, optimally reaching support workers and those who can benefit from the platform’s services. The media investment will also support disability and aged care experiences through content sponsorships in audio and cinema. A first in Australia, Mable will be sponsoring Sensory Screenings in cinemas, showcasing our commitment to supporting the right kind of independence in our media approach.

“We are proud to have planned a campaign that elevates the category and the conversation beyond functionality and into supporting the right messages and media channels for our audiences whilst making the most of Mable’s disruptive model in integrating their first-party data into our planning,” said Marine Turner, Group Strategy Director, EssenceMediacom.

Agency: Bastion
Group Chief Creative Officer: Simon Langley
Creative Lead – Copy: Lauren Seaborn
Creative Lead – Art: Chris Searle
National Chief Strategy Officer: Angela Morris
Managing Partner: Ana Lynch
Senior Account Director: Harry Mountier
Account Manager: Josh Staras
Head of Production: Jacqueline Archer
Agency Producer: Niki Bentley
Junior Producer: Raquel Abi Ghosn
Senior Designer: Domenic Bartolo

Production Company: Division
Director: Riley Blakeway
Executive Producer: Natasha Gill
Producer: Alex Bray
DP: Max Walter
Offline: Stewart Arnott
Colourist: Matt Fezz
Flame Op: Brad Smith

Music composition: MassiveMusic

Stills Production Company: Photoplay
Photographer: Karima Asaad
Executive Producer: Alison Lydiard
Stills Producer: Amanda Moore

Casting: Lucky Break

Media Agency: EssenceMediacom
Client Partner: Will Corbridge
Strategy Director: Marine Turner
Planning Director: Karen Lee
Media Planning: Laura Shields

Client: Mable
Head of Marketing: Guillaume Papillon
Chief Growth Officer: Matthew Cavalier
Senior Brand Manager: Bec Borgo
Senior Brand Manager: Sophie Bryden
Assistant Brand Manager: Roxane Riahi Dehkordi
Marketing Specialist: Angela Bakiris