AEI / The Chasers /
What are you investing in?
Australian Ethical is Australia’s largest and oldest Ethical Superannuation and Managed Fund and as their name suggests, they’re all about doing things a little differently to those who tend to operate unethically. As a challenger brand, DO created an overarching brand campaign that stood out in a competitive landscape.
THE WHY
Given the comparatively low marketing budgets and a highly cluttered, conservative category, we knew AEI needed to be ambitious for their ethical message to be heard in a sea of financial noise. We developed a series of Broadcast TV & Digital Films, OOH, Digital Display and Social Media Content asking Australians a very simple question: ‘What are you investing in?’. We demonstrated to Australians exactly how the big corporate financial institutions invested their hard-earned money.
THE WHAT
The attention-grabbing and, at times, provocative campaign firmly put the brand on the map with positive sentiment for Australian Ethical up by 53%. Since 2018, our partnership with AEI saw their share price grow from 81c to a high of $13.30, in November 2021.
THE WOW
