AMP’s first campaign since 2019 (and the financial services royal commission) reminds customers that AMP is for all Australians, as part of a creative and media strategy by Bastion.
Bastion chief strategy officer Ben Lyttle says the new brand position struck a chord with consumers.
“When we played it back to consumers we saw a significant shift in how they perceived themselves, their money and AMP. A shift that made them feel better about themselves and about the role of AMP in Australia,” Lyttle says.
The For the investor in all of us campaign demonstrates AMP’s focus on a diverse and broader customer base while reaffirming its 172-year heritage of supporting Australians. The campaign, which includes a 60-second black and white TVC, will be seen in mass reach channels such as TV, online video, large and small format outdoor, radio and social.
Lyttle says the new brand position shows the breadth of investing solutions.
“This new brand position reflects an important truth about AMP, their products and Australians. Few realise their super is their second largest investment, behind their home. Or that their savings account is an investment too, just low risk and highly liquid.
“In fact, everything AMP offers is a form of investing and everything Australians do with their money is an act of investing,” Lyttle says.
On a broader level, the strategy involves communicating the brand message to drive mass awareness of AMP’s new investment position. A second phase, beginning later in October, will introduce product messaging to showcase the proof of products and services behind the new positioning.
Bastion client services director Kath O’Shea says black and white was chosen for the TVC to strip away the unessential:
"Our talent is really the hero here, both the young woman and narrator, who is representative of the investor in all of us, as well as all the other talent in the ads, who represent the wide spectrum of investors AMP hopes to appeal to.
"By using black and white photography, it focuses our attention on the narrator’s emotional delivery of the message, the portraiture of the ‘investors’ and their stories, by stripping away the unessential."
Credits
Client: AMP
Sheri Petersen, Head of Brand and Advertising
Joanna Lynsky-Smith, Senior Brand & Advertising Manager
Zoey Lyons, Senior Brand & Advertising Manager
Creative Agency: Bastion
Georgia Arnott, Executive Creative Director
Mike Guegan, Writer
Ben Lyttle, Chief Strategy Officer
Kath O’Shea, Client Services Director
Production Company: Collider Films
Dylan Duclos, Director
Annie Schutt, Producer
Media Agency: Universal McCann
Hayley Pyper, Senior Client Director
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