The national campaign came together in three weeks.
Profit-for-purpose company, Mable, launched its first truly national campaign this weekend with a TVC that showcases the tech disruptor’s wide range of support for older Australians during COVID-19.
Responding to the need from older Australians for social connection, personal care, nursing, and Allied Health support in the face of COVID-19, Mable engaged Bastion Banjo to turn around a creative campaign within just three weeks.
The campaign raises awareness of the range of support that is available on the Mable platform in the current climate.
Targeting both workers and Mable users to ensure older Australians can find the support they need at this time and also attract workers to the platform who may be looking to redeploy their skills after being stood down in other sectors of the
economy.
The creative built upon a campaign devised by Bastion Banjo in February this year, which ran in metro cities and personified Mable’s new positioning as the ‘People People’, talking in the modern, innovative brand tone-of-voice reflective of the nontraditional way Mable is tackling aged care and disability support.
Emma Howe, chief marketing officer at Mable, says while the previous campaign focused on how Mable can connect people with independent support workers based on shared interests, this new campaign needed to showcase the various types of support services that Mable users could engage through the easy-to-use platform.
“We’ve seen an increase in the need for a variety of support, including in-person and virtual support, since COVID-19 began so we tasked Bastion Banjo with bringing to life the fact older Australians could still access the support they needed despite the challenges COVID-19 has created,” Howe says.
“We want to emphasise that users can tap into over 10,000 independent support workers on Mable to access a wide range of essential support, whatever that means for them. We also want to spotlight the opportunity that Mable presents for people looking to get work and redeploy their skills in the current market. This is the first time we’ve used above the line channels for worker awareness and we’re already seeing benefits.”
Adhering to the local NSW hygiene restrictions, the creative sees Mable’s hero ‘client’ filmed with a rotation of ‘independent support workers’ showcasing their range of skills – starting with an aged care worker who has hygiene credentials, to a nurse, and finally a physiotherapist.
Mike Guegan, creative director - copy at Bastion Banjo, says Mable’s COVID-19 specific brief was a chance for his team to further show how Mable delivers to its ‘people people’ tagline.
“The brief was fast and furious; we worked at Godspeed during a one day shoot, juggling six different talent and working with limited shooting and photography crews to deliver multiple TVCs, radio, press, and internal communications,” Guegan says.
“This shoot was challenging as we needed to work under COVID 'conditions'. This meant limited people on set, keeping a consistent 1.5-metre distance from everybody throughout the day, temperature testing and strict hygiene measures – all quite
different for a fast-paced shoot such as this!
"However, strong pre-production work and good talent selection meant the shoot ran smoothly and efficiently. All members of the creative and production team were aware of the important job that needed to be done and we are very proud of this work and the impact it will have.”
Howe says she was especially proud of the Mable team and its agency partners for the remarkably quick turnaround to get this new creative on-air so fast.
For the first time in Mable’s five-year history, the campaign will be truly national, extending to all capital cities as well as regional centres across New South Wales, Victoria, Queensland and Western Australia.
Credits
Brand
Chief Marketing Officer, Mable: Emma Howe
Marketing and Project Manager, Mable: Alex Boardman
Account Management:
Client Services Director, Bastion Banjo: Kath O’Shea
Account Director, Bastion Banjo: Alexandra Sherbon
Creative:
Creative Director – Art, Bastion Banjo: Scott Hopkin
Creative Director – Copy, Bastion Banjo: Mike Guergan
Production:
Head of TV & Radio Broadcast, Bastion Banjo: George Saada
Head of Print Production, Bastion Banjo: Angelita Gandakusuma
Senior Producer, Bastion Films: Poppy Jones
Director, Bastion Films: Colin Skyba
