Screen grabs from AMP's new campaign

Bastion Creative worked with AMP to launch a new investment-focussed advertising campaign that recognises the importance of investing for all Australians.

The key objective of the campaign was to remind consumers of who AMP is, what it offers, and that it’s for all Australians. Whatever their goal, AMP can help them invest to realise it. The campaign, ‘For the investor in all of us’, demonstrates AMP’s focus on a diverse and broader customer base while reaffirming its 172-year heritage of supporting Australians.

Ben Lyttle, Chief Strategy Officer said: “This new brand position reflects an important truth about AMP, their products and Australians. Few realise their super is their second largest investment, behind their home. Or that their savings account is an investment too, just low risk and highly liquid. In fact, everything AMP offers is a form of investing and everything Australians do with their money is an act of investing.”

“When we played it back to consumers we saw a significant shift in how they perceived themselves, their money and AMP. A shift that made them feel better about themselves and about the role of AMP in Australia. It made them think differently about their financial decisions too. It led to the idea to acknowledge the investor in all of us. It’s a simple reframing but a powerful demonstration that everything we do is an investment for a better tomorrow,” added Ben.

We couldn’t be prouder to have worked with the exceptional team at AMP to bring this new campaign to life, and the inclusive focus is something that particularly resonated with our team,” said Kath O’Shea, Client Services Director at Bastion Creative.

The creative and media strategy involved communicating the brand message to drive mass awareness of AMP’s new investment position. The second phase introduces product messaging to showcase the proof of products and services behind the new positioning.

The new campaign is across TV, online video, large and small format outdoor, radio and social.