Breaking campaign: AMP targets planners with video insert

AMP is claiming a first for the financial industry with its new campaign that allows AMP CEO Craig Dunn to speak directly to planners and advisers via a video screen embedded into a folder.

The video screen will be inserted into the Money Management trade publication as part of a four page folder insert that will run from September 22.

The screen will carry a number of different videos targeting financial planners and advisers and points them towards a dedicated micro site.

AMP said this was its first campaign that specifically targets and promotes all the licensees in the group since its merger with the AXA in March this year.

One of the videos is a preview of the new consumer campaign called ‘Advice’.

The 30 second spot, by creative agency Banjo, uses the tagline ‘Australia’s favourite for advice’ and demonstrates that financial advice can help during any stage of life.

The TVC will launch on Sunday September 25 and will be supported by a microsite. A press campaign will launch early October and a digital display campaign will run on the NineMSN, Fairfax and News Limited sites.
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