Misfortune, Bad Luck and Fat Chance in new radio campaign for Blackburne Property Group

The Sharper Pencil has created a new radio campaign for property investment advisors Blackburne. The campaign aims to differentiate Blackburne from other financial, investment and planning services being broadcast, many of which revolve around how much or how little you need to invest in property.

With Blackburne’s marketing management looking for something different, The Sharper Pencil’s John Ilian said they addressed the impediments that somehow prevent people from engaging in planning and securing their financial future.

“It turns out that most are largely abstract: an embedded belief in hope that the future will be okay or the reliance on faith that things will work out. For the campaign, we wrote mini-dramatisations which played to existing, albeit inherent beliefs, fears and behaviours within the market that prevent many from taking the first step.”

The agency then created and personified characters to play the role of Bad Luck, Miss Fortune, Fat Chance, Jack (as in ‘she’ll be right, Jack’) and Hope.

Listen to Bad Luck.mp3

Listen to Fat Chance.mp3

Listen to Hope.mp3

Listen to Jack.mp3

Listen to Miss Fortune.mp3

The campaign was produced at Brainestorm by Justin Braine using local talent and is being broadcast on 6PR and RedFM regional radio.