There Could Be More To Your Story. Makes you curious, doesn’t it? It’s the theme of Saatchi & Saatchi Australia’s first campaign for Ancestry since winning the project in December 2020.
The aim is to tempt a wider audience by suggesting the intrigue and meaningful discoveries that delving into the lives of one’s ancestors can unearth. Enhancing that allure is the direction of Scoundrel’s James Dive, who has woven the beauty of archival documents and images into the agency’s story.
Erin Bennett, Ancestry country manager, Australia, stated, “Saatchi & Saatchi really understands the magic that can come from uncovering the stories in your family history, and their creative concepts bring this emotion to life in a fresh, visually-compelling way that strongly captures our brand identity. We look forward to sharing these powerful stories.”
Saatchi & Saatchi chief creative officer, Mike Spirkovski, added, “It’s fascinating how little many of us know of our past, especially the finer details which create the bigger picture. We wanted to showcase just how much goes into an individual’s story and the discoveries one could make when using Ancestry.”
Anna Cherry, national head of strategy at Spark Foundry, Ancestry’s media agency, noted, “Studies have shown that deliberately piquing ‘curiosity’ activates a chemical reaction in the brain which is a powerful driver of sustained motivation, encouraging repeat visitation that creates profitable growth.
“Identifying the curious through their behaviours and speaking to them emotionally changes the way they engage. To do this, we moved from a demographic audience to a mind-set approach that leveraged survey data to build an audience that identified themselves as curious. We then built a proprietary tool to determine where and how to reach them.”
The campaign launched with an ANZAC film, capturing the mood of that moment:
The full campaign will run in Australia and New Zealand.
Credits:
Client: Ancestry
Country Manager AUNZ: Erin Bennett
Senior Marketing Manager: Jenni Dodd
Creative Director INLT: Alex Stainton
Director Consumer Insights: Maxine Walter
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mike Spirkovski
Senior Copywriter: Jack Wall
Senior Art Director: Phil Harkness
Executive Producer: Rachel Devine
Head of Planning: Graham Sweet
General Manager: Toby Aldred
Group Account Director: Libby Weston-Webb
Senior Account Manager: Tress Wilson
Production Company: Scoundrel
Director: James Dive
Editor: Adam Wills
Post Production: Fin Design + Effects
Audio: Squeak E. Clean Studios
Media Agency: Spark Foundry
