Disability and aged care support platform Mable repositions brand via Bastion
Online disability and aged care support platform, Mable, has repositioned its brand with a fresh campaign via marketing and comms agency Bastion.
The company’s aim to bring people together to enable unique and inclusive opportunities is showcased through the new positioning of ‘My Kind of Independence’ .
The spot features people with disabilities and older Australians, as well as their support workers.
Moustafa Ardati, motivational speaker and founder of Stay True Be You, seen at the beginning of the ad, said the campaign aligns closely with how he chooses to live his life.
“I really feel if you believe in yourself and stay true to who you are, anything is possible. For me, that is doing what you love. Literally all the lines in the campaign, I’m like ‘agree, agree, agree’,” he said.
Mable head of marketing, Guillaume Papillon, said: “At Mable, we have a unique opportunity to elevate our brand from being a disruptor to the category leader. It’s a complicated industry where it can be tricky to find a ‘common ground’ that matches the individuality of everyone’s story. While we might have been quite shy in the past, we have created a truly better way for people to receive and provide support.”
He said the brand saw an opportunity to strengthen its positioning, and Bastion was the perfect partner to do so.
“We saw this as an opportunity for our brand to be bolder through strong positioning, which truly champions independence for people with disability, older Australians, and support workers. The team at Bastion then wooed us by developing a platform that truly places people at the centre of our brand and celebrates the uniqueness of everyone’s kind of independence,” he said.
Moustafa Ardati on an OOH sign, as part of the campaign
Bastion chief strategy officer, Angela Morris, said the campaign stresses the importance of independence, and how it isn’t ‘one size fits all’.
“For too long, people have not had the option to tailor their support to their specific needs and wants,” she said. “This brand platform champions individualised independence, enabled by Mable.”
Simon Langley, Bastion Group CCO, added: “Like Mable, this campaign disrupts the category in the way we represent people with disability and older Australians. It’s bold, distinctive, and most importantly, authentic. We worked with an incredible cast who tell the unique Mable positioning through their own words in a powerful way that will connect with our target audience.”
The campaign rolls across TV, BVOD, OOH, radio and social.
EssenceMediacom, the brand’s media agency, assisted in planning the campaign’s media strategy, using Mable’s first-party data. The media investment will support disability and aged care experiences through content sponsorships in audio and cinema. In an Australian-first, Mable will be supporting ‘Sensory Screenings’ in cinemas.
Other assets:
Mable – Heading to a job I love is my kind of independence
Mable – Clients that match my rhythm is my kind of independence
Mable – Staying flexible is my kind of independence
Credits:
Client: Mable
Head of marketing: Guillaume Papillon
Chief growth officer: Matthew Cavalier
Senior brand manager: Bec Borgo
Senior brand manager: Sophie Bryden
Assistant brand manager: Roxane Riahi Dehkordi
Marketing specialist: Angela Bakiris
Agency: Bastion
Group chief creative officer: Simon Langley
Creative lead – copy: Lauren Seaborn
Creative lead – art: Chris Searle
National chief strategy officer: Angela Morris
Managing partner: Ana Lynch
Senior account director: Harry Mountier
Account manager: Josh Staras
Head of production: Jacqueline Archer
Agency producer: Niki Bentley
Junior producer: Raquel Abi Ghosn
Senior designer: Domenic Bartolo
Production company: Division
Director: Riley Blakeway
Executive producer: Natasha Gill
Producer: Alex Bray
DP: Max Walter
Offline: Stewart Arnott
Colourist: Matt Fezz
Flame op: Brad Smith
Stills production company: Photoplay
Photographer: Karima Asaad
Executive producer: Alison Lydiard
Stills producer: Amanda Moore
Casting: Lucky Break
Music composition: MassiveMusic
Media agency: EssenceMediacom
Client partner: Will Corbridge
Strategy director: Marine Turner
Planning director: Karen Lee
Media planning: Laura Shields
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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This campaign should receive an award … most credits for a 30 second ad.
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