BT Financial to launch fact-based campaign
BT Financial Group is launching a new campaign aimed at restoring consumer confidence around investments.
Created by Host and The Glue Society, the marketing communication aims to provide a substantiated fact-based view around questions such as whether equity investments work harder than property investments, what the benefits of investing in superannuation are, whether shares perform better than cash over time and what the benefits of a long term investment strategy are.
Carly Loder, BT Financial Group head of marketing, said: “After a tumultuous few years in investment markets, we’re hoping this information-centric style of campaign helps restore confidence in both investing and seeking quality financial advice.”
In the ads, a series of neon light sculptures are shown delivering the data, resolving in huge graphs to illustrate the argument. The sculptures were created using 14,500 bulbs, 46km of cabling and 2450 electrical ballasts.
Laura Aldington, Host client services director, added: “Research post the GFC indicated that what investors most wanted and needed was tangible and practical information and advice – this campaign continues BT’s heritage of delivering fact-based financial insight.”
The campaign includes TV, cinema, press, digital and outdoor.
Credits
- Agency: Host
- Creative Director: The Glue Society
- Creative Team: Jonathan Kneebone, Pete Baker, Luke Crethar
- Digital Creative: Engage/Host
- Account Management: Laura Aldington, Charis Marr, Beth James
- Strategy: Olly Taylor, Matt Kingston
- Producers: Verity Cornell (broadcast), Michael Cleary (print), Clarie Van Heyningen (digital)
- Client: BT Financial Group
- Head of Marketing: Carly Loder
- Senior Manager – Brand: Carly Westwood
- Brand & Communications Manager, BT: Matt Holland
- Director: The Glue Society
- Production Company: Revolver
- Executive Producer: Michael Ritchie
- Producer: Caroline Barry
- DOP: Russell Boyd
- Production Designer: Karen Murphy
- Previsualisation: Fin Design
- Edit House: The Editors
- Editor: Bernard Gary
- Online: Fin Design
- Music: Mika for Trailer Media
- Sound Production: Sound Reservoir
- Sound Engineer: Paul Taylor
I write about the world's media and marketing industry from an Australian perspective Australian lens. I've worked in the UK, Middle East, Asia & Australia. I founded Mumbrella, which we sold in 2017.
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If they sold one product to every person credited they’d have a success on their hands
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Ever-so-slightly-more-interesting-than-powerpoint way of telling the same old super story.
Zzzzzzzzzzzzzzzzzzzzzzzzzzzzzz
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Great ads from a financial company. To the point. Clear in a difficult market. Didn’t waffle off into ‘flexibility’ or other wastefully generic statements. They put forward a compelling argument for a target who might not normally consider these investment options.
And beautifully executed. Well done.
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Has anyone seen the press?
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I think these are are pretty clever. They show an honesty that you dont normally get from the financial services industry. Beautifully excuted which keeps you engaged! I’m a fan..
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Great campaign BT. Simple, powerful and good call to action. As a 30 year old who is not contributing extra to her super, you’ve inspired me to do something about it so thanks!
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Nice – Host’s BT ad’s are always extremely smart and compelling. And I don’t even work at Host.
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I need to have a little lie down. Nice work everyone.
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Dear our dear, they make the colonial ads look good. It’s hard to listen for the whole 45sec! Shockers.
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Uninspiring and flat, would expect better from BT.
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Bring back John Eales I say!
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This is terrible. So self indulgent at a time when most punters hate financial institutions and bt in particular. Hey, let’s use all the money we lost in superannuation and make ads that show no empathy with our customers. Great idea.
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I’m glad that Marty, Melissa and Kirsty all like the ads.
I’m also intrigued to see you share the same IP addresss.
Cheers,
Tim – Mumbrella
Once again an example of being inspired by artists … or ripping off art?
Is that what creatives do these days, just trollop around galleries to find new ways of executing the same idea?
I do like it, but I know it’s origination, so it’s not impressive.
Then again I’m not the target market :p
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@Ivana.
Interesting. Who is the artist?
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@Chris
Google search ‘Dan Flavin’
He’s the most well known and the first to realise the medium, but there’s more contemporary artists out there doing the same thing.
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absolutely awesome.
for a boring category – this is pretty exciting stuff!
So beautifully executed too
Well done
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Thanks for that comment, “Elizabeth”.
I see that you’re commenting from an IP address previously associated with one of the agencies involved in this campaign.
Along with the efforts of “Marty”, Melissa” and “Kirsty”, how about you call a halt to the astroturfing at this point?
Cheers,
Tim – Mumbrella
Dear *selected* Mumbrella readers – I can’t believe you are seriously so daft that you continue to astro turf. It’s all getting a bit tired.
Here’s a blindingly obvious HINT for you – Mumbrella is vigilent in checking comments so your chances of making it through without being spotted are very close to zero. Maybe you can try elsewhere?
BTW – the whole astroturfing things make me actively avoid checking out or referencing your ads so it’s not a great result (and I would be your target audience).
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Makes me want to vomit
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In the words of Hahn Premium – every call you make affects your brand. Stay premium…. Keep up the detective work Tim
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“Wow” – love your work
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I don’t work for the responsible agency, but I do like the ads.
Pros: 1. They look good, 2. Successfully point out my faults as a shithouse share investor, 3. They use cool blue graphics.
Cons: 1. No car chases, 2. No guitar solo
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Boring ads that just find a novel way to spend plenty of the client’s money.
So in that light, they really they don’t demonstrate anything about clever investment at all.
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Hey Ron Jeremy! Imagine if Marty, Melissa, Kirsty and Elizabeth invited you to an orgy. Then you rock up and it’s just one dude. What would you do?
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Here is one agency that needs a social media policy and perhaps consultant – yes I work for a social media agency!
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Hey eek!
I would just pull myself, which probably means I could get a job at the agency that produced this wank.
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Ivana, the link to Dan Flavin’s work is tenuous at best – the last TVC we made featured a crushed car, does that mean I’m channelling Jimmie Durham? Art is not more sacred than religion and politics, and you said it yourself – he’s not the only artist doing it with flouros.
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@Luc: Hahahaha! No guitar solos. Love it.
I’d kill to see a financial services ad with a guitar solo.
(FWIW: I think the ads are solid.)
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Deart astro turfers a little hint for you
– don’t post from your work computer there is a thing called and IP address that is linked to your works network which is easy to find for every post
– don’t cut and paste into your post your planners key insgiht , single value prop or what ever they call it these days, its a bit of a give away as the language is always the same and is centred around – emotional engagement
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it’s a pity the astroturfing detracted from the discussion because i think they’re excellent ads for the boring financial services category – and i work at a direct competitor to BT
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