AUCKLAND, Today: AMP and Insiders have teamed up to launch a bold new brand campaign. They’re challenging Kiwis to confront the uncomfortable truth about their retirement savings.
“AMP is a trusted and well-known brand in Aoteaoroa but our KiwiSaver expertise perhaps isn’t as well known,” says GM Retail Customer, Justin Boyes. “So we wanted to take ownership of helping New Zealanders realise financial security and prepare for their future lives, by driving home that AMP can help them prepare for the retirement they want.”
The new campaign demonstrates that ‘Unfortunately, retirement isn’t free’ – using the cautionary tale of Bonnie and Clive, a retired couple who are thwarted in their bid trying to ‘do a runner’ from a nice restaurant, thanks to a slick sleuthlike maitre d’. The spot is capped off with the message – ‘Fortunately, AMP can help with that’.
“Unfortunately, retirement isn’t free. Fortunately, AMP can help with that.”
“The campaign’s designed to strike at the heart of Kiwi’s retirement fears and nudge them to get the help they need, and engage them into an important conversation for their future,” says Insiders Chief Creative Partner, Craig Whitehead.
“It’s a really serious message with a serious outcome for our anti-heroes Bonnie and Clive. But we’re telling the story with a smile and charm to give Kiwis a slightly uncomfortable wake-up call that a neglected KiwiSaver plan just won’t cut the mustard.”
The campaign will launch across TV, OOH, and digital platforms in the coming weeks.
About Insiders
Insiders is a very different agency model that bolts strategic, creative and production services on to the marketing teams and in-house agencies of retailers and service organisations – unlocking commercial creativity, from the inside.
CREDITS
Client: AMP
General Manager Retail Customer: Justin Boyes
Marketing Lead: Olivia Baloghy
Senior Marketing and Experience Manager: Rachel Hall
Retirement Proposition Manager: David Gush
Creative Agency: Insiders
Chief Creative Partner: Craig Whitehead
Chief Business Partner: Jarad O’Hara
Senior Account Manager: Kate Castle
Creative/Art Director: Jack Whitehead
Senior Creative Artworker: Brent Sharkey
Senior Creative Artworker: Belinda Kenna
Creative Artworker: Case Dakota
Production Company: Flying Fish
Director: Paolo Rotondo
Producer: Rachael Blampied
Executive Producers: Samantha Attenborough & James Moore
DOP: Tammy Williams
Art Directors: Pete Marshall & Kirsty Clayton
Wardrobe Stylist: Kristin Seth
Casting: 322 Casting
Offline Editor: Pete Hansen
Colourist: Matic Prusnik
Online Editor: Anita Ward
Post House: MANDY VFX
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