Following Selfwealth’s recent rebrand, the investment platform has released a new national brand campaign via Big Space Agency.
The campaign includes a new TVC and brand song, “Growin’ to the Moon”, which brings to life the concept of personal financial growth and confidence. Directed by MightyNice, the campaign film is supported by OOH and digital. New characters have already appeared on trams and billboards across Australia.
Big Space has also delivered a suite of updated key visuals that represent Selfwealth’s newly established brand mark and tagline, Grow You Good Thing. Depicting larger than life characters that have outgrown the financial rat race to live confidently on their own terms, they’re set against everyday, well-known Australian landscapes.
Transitioning Selfwealth from a transactional brand built on low-cost trades, the objective of the new work is to reposition the investment platform as one known for giving Australians the confidence to take control of their own wealth creation.
Says Jarrod Purchase, GM of marketing, Selfwealth: “Financial investment opportunities are no longer bound by institutional constraints and there’s an opportunity for the average Australian to seek their own financial freedom, whatever that means to them. To get ahead you must have the confidence to take control of your own wealth creation journey.”
Says Kieran Antill, executive director of brand, Big Space: “Selfwealth has historically had massive success taking on the banks with low-cost, CHESS-sponsored trades. But the market is becoming increasingly competitive and our aim is to support Selfwealth’s ongoing growth by complementing these foundations with an emotional proposition that connects with their customers.
“In our latest work for Selfwealth, we showcase how the platform can provide Australians with the opportunity and confidence to take control of their own wealth creation journey by offering trading across more markets than any other investment platform.”
Big Space has also created a new Selfwealth brand design system that informs marketing through to internal branding and product development. Internal support includes a video launch, employee assets, and an on-boarding package.
CEO: Cath Whitaker
GM Marketing: Jarrod Purchase
Chief Product Officer: Josh Sprague
Brand Agency: Big Space Agency (part of the Ne-Lo Group)
Executive Director, Brand: Kieran Antill
Managing Director: Ross Hastings
Digital Design: Lex Koen
Content Strategy: Alison Jones
Film Production: Meredyth Judd
Marketing Strategy: Kirsten Craven
Copywriter: Michael Dawson & Meagan Faryna
Customer Insights and Employee Engagement: Ne-Lo Consulting
Managing Director: Ross Hastings
Research Consultant: Shane Duggan
Production Company: Mighty Nice
Director: Darren Price
DOP: Simon Higgins
Executive Producer: Tina Braham
Producer: Chloe Marshall
Head of Studio: Ben Seager
Storyboards: Leanne Lee
Designs: Alea Trinajstic, Wendy Lu & Bonnie Forsyth
Animation: Alea Trinajstic, Wendy Lu, Jarrod Prince, Darcy Woodbridge, Amy Charlick, Bonnie Forsyth, Alex Dray & Tessa Eden
Colourist: Summer Agnew
Compositors: Gary Fouchy, Chris Zwar, Jamie Hoy & Mike Lomas
Print: Alea Trinajstic, Wendy Lu, Tessa Eden, Gary Fouchy & Bonnie Forsyth
Media: Ryval Media
Music and Sound: Sonar Music