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.

Project Category
Content & Social
Creative
Events & Community Engagement
PR & Media Relations
Project Expertise
Advertising
Event management
Film & Video
Media planning
Media relations
Motion/Animation
Public relations strategy
Social media strategy

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.