We've launched a unique advertising campaign that illustrates why HOSTPLUS is a quality fund, including a series of three television commercials (TVCs), the first of which went to air Sunday 24th October 2010.
- Visit choosehostplus.com.au now to watch the first TV ad, view additional footage, access exclusive member benefits, join HOSTPLUS (as a member or employer) and tell us what quality means to you.
“Unlike a lot of ads from super funds which show charts and fees and things that people don’t always understand, we’ve stepped away from the technical debate and engaged in an emotional branding exercise that asks people to choose quality, and choose HOSTPLUS,” said CEO David Elia.
All three TVCs feature respected leaders in their fields, who are dedicated to quality. The first of the TVCs features leading restaurateur Peter Doyle from Sydney’s famous Doyle’s restaurant.
“We have intentionally created a series of TVCs that align HOSTPLUS with quality brands and respected leaders in the industries in which we specialise, across hospitality, tourism and sport. It is like no other campaign in the superannuation sector and one that we believe will set HOSTPLUS apart from other super funds, in the minds of members and consumers.
“It’s a campaign that focuses on retention of the almost one million Australians who are already with HOSTPLUS, and literally asks those members to “choose HOSTPLUS” whenever they change jobs.
“At the same, the TVCs also speak to employers in our sectors, asking them to choose a quality partner as well. Employers are still the channel through which most Australians join a super fund and we think it’s imperative for workers in our industries to be given access to a quality fund that is dedicated to their profession,” he said.
“The people chosen to feature in the TVCs, and their organisations, are all synonymous with quality within their own industries, rather than simply being celebrity chefs for instance. There is an aspirational quality about them, in that many of our members recognise them as icons in their fields.” said CEO David Elia
Peter Doyle, from Peter Doyle @ The Quay, was only recently inducted into a restaurant and catering Hall of Fame. He is a fifth generation restaurateur who prides himself on providing his customers with quality ingredients and quality food.
According to Doyle, “If our partners are at the top of their field and we can trust them to do a good job, that makes our life easier and we can concentrate on what we do best – cooking and serving beautiful seafood for our customers.”
The principle of quality was considered throughout every aspect of the creative execution including filming the TVCs with motion picture equipment, rather than the increasingly more common video format, to deliver a quality aesthetic.
Speaking about the creative approach Elia said “HOSTPLUS has a well established position in the market and we have maintained a number of elements from previous material in this campaign, such as the signature melody and voice-over artist.
“Consumer research completed earlier this month suggests the TVCs will be well received, with focus groups already describing them as elegant, calm and certainly based on quality”.
A burst of unbranded teaser activity for a week prior to the launch was designed to leave audiences guessing what the ad might be about.
Future instalments of the TVC will feature respected leaders from the other sectors HOSTPLUS represents. There will also be outdoor, press and online elements to the campaign which will run nationally on an ongoing basis, and supported by a dedicated campaign website - www.choosehostplus.com.au