The launch of AFCA
Think HQ was asked to support the inaugural launch of the Australian Financial Complaints Authority through a multi-pronged communications and advertising campaign.
Capitalising on the media around the findings from the Royal Commission, Think HQ created a holistic strategy incorporating media relations, event management, social media, video production and advertising to support the launch.
The Brief
In the wake of the Financial Services Royal Commission,the Australian Financial Complaints Authority (AFCA) was formed to provide a one-stop shop for consumers and small businesses looking to make a complaint about a financial services provider. Think HQ was asked to support the inaugural launch of the authority through a multi-pronged communications and advertising campaign.
Idea
Capitalising on the media around the findings from the Royal Commission, Think HQ created a holistic strategy incorporating media relations, event management, social media, video production and advertising to support the launch.
Outcomes
- After the launch, AFCA received over 13,000 phone enquiries and 6,522 complaints in its first month of operation — a 47% increase when compared to its three predecessor schemes.
- A comprehensive social media strategy across Facebook, LinkedIn and Twitter, exceeding 1,000 followers ahead of launch.
- Planning and management of two events to launch AFCA officially — one in Sydney and one in Melbourne.
- More than 50 media clips in outlets including Sunrise, Today, ABC Radio National, Channel 9 News, The Age, The Australian, AFR, The Herald Sun and Smart Company.
- Planning and booking a national print and digital advertising campaign across all national major metro newspapers, reaching approx. 12,190,600 readers, in addition to digital billboards in Melbourne and Sydney.
- The creation of an animated ‘What is AFCA?’ video and filming and editing of a talking head video with CEO David Locke featured at both events.
