Compare Club launches first brand campaign via Archetype
Personal finance marketplace and advice company, Compare Club, has followed up its first campaign, launched earlier this year, with its first brand campaign via creative agency Archetype.
The ‘Join The Club’ campaign was developed to show how Compare Club solves everyday financial stresses on major expenses like home loans and health insurance.
The work builds on the ‘ExpertEase’ platform the brand launched in March, which was ideated by Mickey Madgett, who worked in-house at Compare Club as a freelancer before joining Archetype as creative director.
The 30 second spot depicts an animated scene, with friends complaining over their household bills at a barbeque. A character wearing a Compare Club apron steps in to explain how Compare Club can help customers to switch providers and save money.
Compare Club chief marketing officer Rich McPharlin said the company’s first brand-focused campaign with the biggest spend yet is aiming to properly introduce themselves to Australians.
“We’re now the biggest health and life insurance comparator in the country, and have a growing home loans book, but we’re also one of Australia’s best kept secrets – and we knew that we needed to make a splash with a brand focused campaign.”
“Nine was a logical choice of partner for us with the scale and reach of their network, while shows such as A Current Affair and their talk radio programming have a history of standing up to make a positive difference in the lives of ordinary Australian households, which aligns with our mission to improve our nation’s finances.
“Creatively, Mickey and the team at Archetype really got our business challenge with a concept that stretched across all media channels. They really picked up on our points of difference over other comparators and we loved the simple idea that joining the club could save people thousands.”
“Our aim is to become the biggest comparator in Australia, all built on the bedrock of our ExpertEase.”
The work is Compare Club’s first major brand campaign will be balanced by their in-house performance team.
“We’ve always invested heavily in digital but we can see the benefits already of having a strong brand. We’ll still continue to be one of Australia’s most successful digital marketing teams but we’re now applying the same data and audience intelligence that we’ve used to build the business to build the brand in order to grow our market share.
“We can see huge growth potential for our end-to-end business model, especially as finances get more complex and households need to get as much value as they possibly can from their insurance, mortgage and other bills.”
“We’re not here to win awards. We’re here to get as many people as possible to Join The Club.”
Mickey Madgett, creative director at Archetype, said: “I’ve known the Compare Club team for a while now, working with them last year to develop their creative platform, ExpertEase. It was fantastic to be asked to come back with my new agency, Archetype, to deliver Compare Club’s first national campaign.”
“The cost of living in Australia has risen across the board in the last few years, interest rates, insurance premiums and utility bills are through the roof and impacting everyone. As the old adage says, “join the club.”
“Playing off this well-known phrase, we developed an integrated campaign to invite Aussies to join a different kind of club and discover how Compare Club’s ExpertEase can help them find the right deal to save more.”
The campaign launches this week exclusively across the Nine network nationally, across 2GB, 3AW and 4BC as well as digitally across Nine’s news products The Age and The Sydney Morning Herald. Media buying for the campaign was done in-house.
Credits:
Compare Club Credits:
CMO: Rich McPharlin
Head of Performance and Growth: Jennifer Massena
Senior Brand Manager: Gary Andrews
Media consultant: Amanda Buckley
Head of Design: Niel Bhalshankar
Designers: Laksamana Shanahan, Samuel Dionysious
Digital Marketing Manager: Jimmy Li
Data Analyst: Earl De Vera
Archetype Credits:
Managing Director: Karen Coleman
Client Services Director: Claire Chapman
Head of Copy/Content Director: Benjamin Amdur
Producer: Pamela Devied
Have your say