BT has kicked off a new campaign to promote its Super For Life to Gen Ys, using the things they love most - ukuleles, Instagram and Ryan Gosling.
In 'Back in the Day', created by MercerBell, the 'uke girl' reminisces about her life right now as if she were much older. David Bell, executive creative director at MercerBell, said: "Gen Y are optimistic and care about their financial future – they’re just not interested in it right now.
"Our challenge was to engage a live-in-the-moment audience with a benefit that’s very future focused. We learned from research that Gen Y, far from being lazy and entitled, are the first generation to understand that the employment economy no longer rewards loyalty.
"Instead, Gen Y will flourish with new skills like adaptability, and they will find a better balance of happiness at work by choosing a great culture over great pay. BT Financial Group can support this generation through their lives to help them prepare for the best financial future."
The campaign features a dedicated online landing page supported by online display ads, YouTube pre-rolls and BT's Facebook page.
CREDITS
Senior Manager: Super and Investment Marketing, BT Financial Group – Sarah Pinder
Marketing Manager: Super and Investment Marketing, BT Financial Group – John Summerhays
Executive Creative Director: David Bell
Digital Creative Director: Carmela Soares
Creative Group Head: Liz Kain
Art Director: Sarah Straker
Copywriter / Lyrics: Shelley Dodd
Executive Producer: Scott Portelli
Associate Producer: Pedro Santos
Digital Designers: Kylie Lovegrove / Dan Fowler
Digital Strategist: Maura Tuohy
Group Account Director: Sabrina Antoniou
Senior Account Manager: Joanne Whitney
Retoucher: Gene Stapleton
Director/Director of Photography/Post Production: Mint Films
Music: Smith and Western
Singer / Ukulele: Yasmin Davis
Stylist: Cherith Crozier
Makeup Artist: Belinda Kruse
