Why Peter Doyle chooses HOSTPLUS super
Independent communications group The DM Group, Melbourne has launched a new multi-channel brand campaign for HOSTPLUS, positioning the award winning super fund as Australia’s quality fund.
The campaign has been created by the group’s advertising and digital arms, trademarkDM and clickDM, working with Burning House and HUB director Barry Malseed.
Says Stephen Flewell-Smith, The DM Group creative director: “Our brief was to make HOSTPLUS synonymous with quality but trying to dominate it wouldn’t capture the elegance inherent in quality. That’s why we ask our audience to reflect on ‘What is quality?’ with the conclusion that ‘Real quality is hard to define but we all know what it is’. It’s the reason people choose HOSTPLUS.”
The campaign includes three TVC executions featuring real fund employers. The first, with famous Sydney restaurateur Peter Doyle, launched this Sunday. It will be followed in the coming months by executions including the InterContinental Melbourne and new AFL team the Gold Coast SUNS.
The TV campaign is supported by outdoor, print plus a campaign website with interviews of featured employers and member-only offers at choosehostplus.com.au
Agency: The DM Group, Melbourne
Creative Director: Stephen Flewell-Smith
Art Director: Craig Sneddon, Andy Harrison
Copywriter: Nina Ee
Account Service: Craig Hockley, Frank Franzese, Meredith Bradly
Production Company: Burning House
Director: Barry Malseed