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Latitude launches ‘Partners in Money’ brand platform with musical campaign via CHE Proximity

CHE Proximity has launched new brand positioning for financial services provider, Latitude, that taps into the insight that consumers want to feel like they are in a partnership with their provider.

‘Partners in Money’ is explored in a masterbrand campaign that features a musical jingle about the all of the financial dreams Latitude can help its customers achieve.

The declaration of ‘let’s’ at the end of the advertisement represents how Latitude works with its customers to help them make informed decisions about their money.

The campaign was designed to look like an Instagram feed, as that is where many Australians find their inspiration for financial goals, whether it be saving for holidays, new cars or clothes.

CHE Proximity chief creative officer, Ant White, explained: “It’s great to see Latitude using the full scope of our ethos at CHEP of Connected Creativity to reach customers and build a truly modern brand. The creative execution is based on a great media insight that our audience is dreaming in their Instagram feed. The team turned this dream into action, writing multiple spots and executions that will be targeted online to individuals based on their behaviour. Yet, the best part is, all that data and tech detail is hidden behind some great craft and storytelling.”

General manager of marketing for Latitude, Caroline Ruddick, added: “The new Latitude campaign enabled us to showcase how we have brought all of our key products, including our new payments offering, Latitude Pay, into one Latitude Masterbrand. We are excited about this next stage of our evolution as we deliver outstanding consumer experiences and help our merchant partners grow their businesses. ‘Let’s’ is the catalyst for starting something together, in a partnership.”

Creative Directors at CHE Proximity, Cameron Bell and Sam Dickson, praised the campaign directors Los Pérez.

“We spent a lot of time finding the right directorial team to bring the campaign to life. For us, it had to be Los Pérez. Their attention to detail, stunning style and unique vision lifted the entire campaign to something we’d struggle to imagine,” Bell and Dickson stated.

The campaign will roll out in Australia and New Zealand across TV, digital video, OOH and digital display.

Credits

Production: Division
Directors: Los Pérez
Executive: Producer Genevieve Triquet
Producer: Karen Sproul

Post Production: Heckler
VFX Supervisor: Jamie Watson
Executive Producer: Bonnie Law
Snr VFX Producer: Amy Jarman
Editor: Michael Houlahan
Colourist: Greg ‘Elvis’ Constantaras
Senior Flame Artist: Brad Smith
Lead Compositor: Bertrand Polivka
Compositors: Giselle Hunter, Tim Hannah, Fiona Lu
3D: Chris Norris, Philip Wang, Tim Jarrick, Boris Forman
Music Publishing Anton @ Trailer Media
Music by Sonar Music
Music Producer Leyla Varela
Music EP Sophie Haydon

CHE Proximity
Chief Creative Officer: Ant White
Executive Creative Director: Glen Dickson
Creative Director: Sam Dickson
Creative Director: Cam Bell
Senior Producer – Department Lead: Jen Livingston
Chief Strategy Officer: David Halter
Director – Brand: David Warren
Director – Strategic Production: Holly Alexander
Chief Operating Officer: Andrew Drougas
Group Account Director: Thomas Penn
Account Director: Kenyon Marais
Account Director: Sarah Robertshaw
Account Manager: Lotty Tucker

Latitude Financial Services
General Manager of Marketing: Caroline Ruddick
Head of Loans Marketing: Matthew Wickham
Relationship Marketing Manager: Mark Jones
Marketing Manager: Rachel Clarke

Media planning and buying: CHE Proximity

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