CANSTAR LAUNCHES IT’S FIRST ABOVE-THE-LINE CAMPAIGN IN 25 YEARS VIA NOISY BEAST
Australian financial comparison website, Canstar, is launching its first ever major above-the-line advertising campaign via Noisy Beast, to encourage Australian consumers to ‘Be Canstar Sure’ when it comes to their financial decisions.
The seven week campaign will run from tonight (June 5) on Network Ten’s national free-to-air TV and will be supported by social media and other digital marketing.
Canstar has teamed up with expert food reviewer, Masterchef Australia judge Matt Preston, who is best known for his critique of food flavours and finesse, to explain the company’s expert 5-Star Ratings of financial products based on price and features.
Says Andrew Spicer, managing director and CEO, Canstar: “This is the first time in Canstar’s 25-year history that we have done anything like this and we’re really excited to be talking directly to consumers to help more Australians compare and confidently find the right financial product for them.
“When it comes to finding an outstanding value home loan, credit card, insurance policy or more, price is an important consideration, but so too are the product features that may help people achieve their financial goals sooner. We factor both price and features into our Star Ratings to help consumers benefit from the best of both worlds, and enable them to compare a wide range of brands including all the brands that you expect to see as well as lots of other lesser known but great value brands.”
Established in 1992, Canstar is Australia’s financial original comparison website with strong brand recognition but more is needed to explain what the brand is able to provide.
Says Sara Tweedly, group executive, digital and marketing digital, Canstar: “We know that 60% of Australian adults recognise our logo, but we wanted to make certain that they knew we weren’t only a well-known research agency and that they can also compare financial products on our site. This advertising campaign is designed to better consumers’ understanding of what we do and why Canstar should be the place to go when they are looking to compare finance products, with home loans a key focus in this campaign.
“We felt Matt Preston was the perfect fit to communicate our key message that not all comparisons are the same given that we expertly assess thousands of products based on both price and features in a way that is similar to how Matt expertly critiques food on flavour and presentation.”
The creative idea was imagined and produced by Noisy Beast, who placed Preston in the middle of two sorting tables piled high with apples. The first table displays a jumbled mess of apples while the second table shows five groupings organised by Star Ratings, prompting consumers to think about the value of comparisons and that not all comparisons are equal.
Says Adam Hilton, managing director, Noisy Beast: “We were excited to be working with such a long-standing and heavily recognised brand that offered a clean slate when came to their creative direction but that also had the challenge of cleverly explaining a complex financial decision making process in an easy to understand way.”
Says Tweedly: “We want to make consumers aware that with over 3000 home loans, expert value ratings and a free easy to use site, Canstar can help you find the right home loan.”