AMP has announced the launch of a new national brand campaign highlighting Australians' changing perceptions of 'wealthy', exploring the potential beyond well-worn traditions.
The integrated ‘Whatever wealthy you want’ campaign, developed in partnership with the CHEP Network, launches across TV, press and radio from 12 February, and reframes expectations around success, acknowledging the shift in consumers’ expectations and life goals. It encourages Australians to think of ‘wealthy’ less as something that happens in the future, and more about finding opportunities in what they have today to attain what matters most to them.
The advertisements feature a range of Australians from different backgrounds and with a variety of lifestyle goals, from collecting sneakers and vinyl records, to embracing a growing family, or more traditional goals like financing a new home. Together, they provide a platform for a conversation about what ‘wealthy’ is and what it means today.
The new campaign builds on AMP’s successful, ‘For the investor in all of us’ campaign and its unique market position with its range of banking, retirement, investment and advice solutions, and is underpinned by AMP’s purpose – helping people create their tomorrow.
Wylie Fowler, Head of Brand and Content at AMP, commented:
“We’ve seen the definition of wealthy changing. People’s financial goals are as individual as they are, and this campaign explores how AMP has the means to help make anyone’s version of wealthy happen.
“Our research showed us that Australians tend to overlook the possibility of doing much more with the finances that they have today. This brand proposition is about amplifying your financial potential, through AMP’s range of banking, retirement, super, and advice solutions. Ultimately, this all comes back to AMP’s purpose, helping people create their tomorrow.”
The ‘Whatever wealthy you want’ campaign will be seen on television, radio, outdoor, in social media and online. The TV advertisement will first air on Sunday 12 February, including during Channel 7’s Weekend Sunrise and The Morning Show, Weekend.
