Following Selfwealth’s recent rebranding, the investment platform has launched a new national branding campaign through Big Space Agency.
The campaign features a new TVC and brand song, “Growin’ to the Moon”, which brings the concept of personal financial growth and confidence to life. Directed by MightyNice, the campaign film is backed by OOH and digital. New characters have already appeared on trams and billboards across Australia.
Big Space has also provided a suite of updated key visuals that represent Selfwealth’s new brand and slogan, Grow You Good Thing. Depicting larger-than-life figures who have outgrown the financial rat race to confidently live on their own terms, they are set in well-known everyday Australian landscapes.
By transitioning Selfwealth from a transactional brand based on low-cost transactions, the aim of the new work is to reposition the investment platform as a platform known to give Australians the confidence to take control of their own wealth creation.
Selfwealth Chief Marketing Officer Jarrod Purchase says: “Financial investment opportunities are no longer tied to institutional constraints and the average Australian has the opportunity to seek their own financial freedom, whatever that means to them. To move forward, you must have the confidence to take control of your own wealth-building journey.
Big Space Brand Executive Director Kieran Antill adds, “Selfwealth has historically had tremendous success taking on banks with CHESS-sponsored low-cost transactions. But the market is becoming increasingly competitive and our goal is to support Selfwealth’s continued growth by complementing these foundations with an emotional proposition that connects with their customers.
“In our latest work for Selfwealth, we show how the platform can offer Australians the opportunity and confidence to take control of their own wealth-building journey by offering transactions in more markets than any other platform. form of investment.
Big Space also created a new Selfwealth brand design system that informs marketing through to internal branding and product development. Internal support includes a video launch, employee assets, and onboarding package.
Campaign Credits:Client: Personal managementCEO: Cath WhitakerMarketing GM: purchase of Jarrod Product Manager: Josh Sprague
Brand agency: Big Space Agency (belonging to the Ne-Lo group)Executive Director, Brand: Kieran AntillManaging Director: Ross HastingsDigital design: Lex KoenContent Strategy: Alison JonesFilm production: Meredyth JuddMarketing Strategy: Kirsten CravenCopywriter: Michael Dawson and Meagan Faryna
Customer insights and employee engagement: Ne-Lo ConsultingManaging Director: Ross HastingsResearch Consultant: Shane Duggan
Production Company: Mighty NiceDirector: Darren PriceCinematographer: Simon HigginsExecutive Producer: Tina BrahamProducer: Chloe MarshallStudio Manager: Ben SeagerScreenplay: Leanne LeeDesign: Alea Trinajstic, Wendy Lu and Bonnie ForsythAnimation: Alea Trinajstic, Wendy Lu, Jarrod Prince, Darcy Woodbridge, Amy Charlick, Bonnie Forsyth, Alex Dray and Tessa EdenColorist: Summer AgnewComposers: Gary Fouchy, Chris Zwar, Jamie Hoy & Mike LomasPrinting: Alea Trinajstic, Wendy Lu, Tessa Eden, Gary Fouchy and Bonnie Forsyth
Media: Ryval Media
Music and sound: Sonar Music
