Monday, 25 October 2010

What is quality?

Over the weekend our new multi-channel brand campaign for HOSTPLUS was launched, positioning the award winning super fund as Australia’s quality fund.

The campaign was developed by both trademarkDM and clickDM, working with Burning House and HUB director Barry Malseed.

Our brief was to make HOSTPLUS synonymous with quality without trying to dominate it. And as Stephen puts it, ‘The more you try to define it, the more elusive, the more insincere it becomes.’

Instead, 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 yesterday and will be followed by executions with other quality partners in the near future.

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