Australia Post encourages teens to ‘declare’ their independence in latest campaign
Australia Post is targeting teenagers in its latest campaign as it promotes a range of products for the age-group that allow them to “declare” their independence.
https://www.youtube.com/watch?v=O1dFmMqz9Zg
The campaign via GPY&R Melbourne runs across TV, digital, social and in-store and promotes products such as proof-of-age cards, load and go Visa pre-paid cards to teenagers with the tagline “declare your independence”.
Australia Post marketing and communications manager Megan Hair said in a statement: “This is a new and exciting campaign for Australia Post. It is the first time we have targeted the youth segment and we think the TV commercials GPY&R have created and developed will appeal not only to youth but also to parents. We are very excited and looking forward to a positive customer response from this campaign.”
The campaign is supported by a website which provides teenagers information on the products and information on topics relevant to the age-group such as applying for a tax file number, going overseas and moving out of home.
https://www.youtube.com/watch?v=hzELcSEVmcs
Credits:
- Bob Hooper: Executive Manager; Sales, Marketing and Channels
- Megan Hair: Manager, Marketing and Communications
- Joshua McLean: Senior Marketing Manager
- Agency: GPY&R Melbourne
- Chief Creative Officer: Ben Coulson
- Managing Partner: Matt Farrugia
- Creative Director: Evan Roberts
- Copywriter: Psembi Kinstan
- Art Director: Joe Sibley
- Senior Planner: Warren Davies
- Senior Producer: Luisa Peters
- Account Director: Anna Austin
- Senior Account Manager: Cathryn Reed
- Tech Lead: Brett Harris
- Digital Producer: Azba Shakoor
- Designer: Jess Ramsey
- Designer: Jack Kuzior
- Production company: Plaza Films
- Director: Paul Middleditch
- Producer: Peter Masterton
- Editor: Peter Whitmore
- Post Production: The Editors
- Sound production: Sound Reservoir
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First time I’ve heard of the “Keypass” – maybe I’m being obtuse but what on earth is the point of it? It’s a proof of age card that’s not valid in two large states and costs more than just getting an official proof of age card from the motor registry. Not sure if I see the kids going crazy for it
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ouch…
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Love the commercial.. Funny and relevant. Great casting of teenagers , natural and believable !
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Incredibly traditional work from an Agency that is apparently “shaking out old school”.
The Video Stamp from Clem’s was genuine innovation. Wonder why Post have developed such different work?
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Great commercial!! I think it’s a great idea! Perfect casting, Those girls are amazing!!
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