"Truly champions independence for people with disability, older Australians, and support workers."
Mable, Australia's first online disability and aged care support platform, has enlisted the help of people with disability and older Australians to spearhead a brand repositioning campaign by Bastion after a competitive pitch.
The ‘My Kind of Independence’ campaign speaks to the company’s mission to bring people together to enable unique and inclusive lives filled with opportunity.
Cast member Moustafa Ardati, motivational speaker and founder of Stay True Be You, said the reason why he loves the campaign is that it aligns with how he lives his life.
"I really feel that if you believe in yourself and stay true to who you are, anything is possible, for me that is doing what you love. Literally all the lines in the campaign, I'm like, agree, agree, agree," he said.
Guillaume Papillon, head of marketing at Mable, said the team had a unique opportunity to elevate the brand from being a disruptor to a category leader.
"It's a complicated industry where it can be tricky to find a ‘common ground’ that matches the individuality of everyone’s story. While we might have been quite shy in the past, we have created a truly better way for people to receive and provide support," he said.
“We saw this as an opportunity for our brand to be bolder through strong positioning, which truly champions independence for people with disability, older Australians, and support workers.
"The team at Bastion then wooed us by developing a platform that truly places people at the centre of our brand and celebrates the uniqueness of everyone’s kind of independence."
Bastion CSO, Angela Morris, said the campaign is born of the insight that ‘independence isn’t one size fits all, or enjoyed by all.
"For too long, people have not had the option to tailor their support to their specific needs and wants. This brand platform champions individualised independence, enabled by Mable."
Simon Langley, Bastion Group CCO, said like Mable, this campaign disrupts the category in the way it represents people with disability and older Australians.
"It’s bold, distinctive, and most importantly, authentic. We worked with an incredible cast who tell the unique Mable positioning through their own words in a powerful way that will connect with our target audience," he said.
EssenceMediacom planned the campaign's media using Mable’s first-party data to determine the best messaging at a postcode level across screens and OOH, optimally reaching support workers and those who can benefit from the platform’s services.
The media investment will also support disability and aged care experiences through content sponsorships in audio and cinema. A first in Australia, Mable will be sponsoring Sensory Screenings in cinemas, showcasing its commitment to supporting the right kind of independence in its media approach.
Marine Turner, group strategy director at EssenceMediacom, said the team are proud to have planned a campaign that elevates the category and the conversation beyond functionality.
"We're supporting the right messages and media channels for our audiences whilst making the most of Mable’s disruptive model in integrating their first-party data into our planning,” said Turner.
The campaign launched with creative rolling out across TV, BVOD, OOH, Radio and Social.
Credits:
Client: Mable
Head of Marketing: Guillaume Papillon
Chief Growth Officer: Matthew Cavalier
Senior Brand Manager: Bec Borgo
Senior Brand Manager: Sophie Bryden
Assistant Brand Manager: Roxane Riahi Dehkordi
Marketing Specialist: Angela Bakiris
Agency: Bastion
Group Chief Creative Officer: Simon Langley
Creative Lead - Copy: Lauren Seaborn
Creative Lead - Art: Chris Searle
National Chief Strategy Officer: Angela Morris
Managing Partner: Ana Lynch
Senior Account Director: Harry Mountier
Account Manager: Josh Staras
Head of Production: Jacqueline Archer
Agency Producer: Niki Bentley
Junior Producer: Raquel Abi Ghosn
Senior Designer: Domenic Bartolo
Production Company: Division
Director: Riley Blakeway
Executive Producer: Natasha Gill
Producer: Alex Bray
DP: Max Walter
Offline: Stewart Arnott
Colourist: Matt Fezz
Flame Op: Brad Smith
Stills Production Company: Photoplay
Photographer: Karima Asaad
Executive Producer: Alison Lydiard
Stills Producer: Amanda Moore
Casting: Lucky Break
Media Agency: EssenceMediacom
Client Partner: Will Corbridge
Strategy Director: Marine Turner
Planning Director: Karen Lee
Media Planning: Laura Shields
