Independent creative agency GAME has joined forces with financial services brand Midkey to launch The Quest, a national campaign that tackles mid-life financial stress with humour.
The campaign follows six knights on a mythical quest to find The Midkey, a playful spin on the struggles many Australian homeowners face in mid-life when mortgages, renovations, school fees, tax bills, ageing parents and career pivots collide.
"The majority of financial advertising is less than engaging," said Dan Beaumont, founder and chief creative strategist at GAME Creative.
"We agreed with the Midkey team very early in the process that a conventional approach wasn't going to get the job done."
"So we worked hard to find a more interesting way to introduce the brand."
"The Quest wraps a critical product message in an epic, amusing story that entertains while it informs."
Midkey is a "no monthly payments" loan that is either a first or second mortgage solution designed for asset-rich but cash-poor Australians aged 18 and over.
"We created Midkey to help property owners who've worked hard to build equity in their homes but find themselves unable to access it when they need it," said Richard Young, co-founder and CEO of Midkey.
"The Quest perfectly sums up our promise: to be the key that unlocks financial freedom when life gets complicated."
"People in their 40s and 50s are under huge pressure – mortgages, kids, ageing parents, mounting bills, work stress," said Anthony Dumont, marketing consultant who helped shape Midkey's go-to-market strategy.
"With The Quest, we chose to speak to them with empathy but also with a wink."
"It says, 'we get it, we've got your back… and it's okay to laugh at the madness of it all.'"
"Unlike many campaigns that can too easily be switched out for other brands, this idea was born from the brand name and promise," said Jacko of Jacko Jacko & Jacko, creative lead on the campaign.
Launching nationally as an integrated campaign this month, The Quest is the first major step in positioning Midkey as a new player in the financial services category.
Watch the clip Midkey \ The Quest
CREDITS
Client: Midkey
Founders / Co-CEO: Richard Young & Scott Collison
Marketing Consultant: Anthony Dumont
Head of Marketing & Communications - Kate Davies
Brand Manager - Philip Banno
Agency: GAME Creative
Founder/ CCS: Dan Beaumont
Creative Leader / Writer: Jacko @ JackoJacko&Jacko
Art Director/ Designer: Ramon Rodriguez
Producer: Lucy Pilkington
Film Production Co: Plaza Content
Director: Paul Middleditch
Executive Producer: Peter Masterton
Editor: Jake Horne
Image Production Co: Louis&Co
Photographer: Ian Butterworth
Producer: Luke Della Santa
Radio Production: Massive Music
Media: Nunn
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