Consumer Affairs Victoria hands creative business to Grey Melbourne

The WPP agency won the account based on its experience in developing successful government campaigns and its strategy for the service.

On the need to promote the service, Rachael Barker, general manager for marketing and education, Consumer Affairs Victoria, said: “Building or renovating is a huge financial commitment, so it’s clear that this is a service that both builders and consumers need.”

She added: “It is a great resource to help consumers understand the building process, contracts and how to choose a registered builder. It also provides assistance for both builders and consumers for resolving disputes. After all it should be an enjoyable and fulfilling experience – not unpleasant and stressful.”

Grey will launch a multimedia advertising campaign that is centred around a TVC featuring 3D animation. The campaign is further supported by radio, outdoor, print and online advertising that features the characters from the TV spot.

On the campaign, Randal Glennon, general manager of Grey Melbourne, said: “It is yet another example of how genuine creativity can be injected into potentially dry government messaging and cut through in an engaging way.”

David Dumas, business director, Grey Melbourne, added: “Consumers in research told us they really warmed to the concept of a light hearted animated TVC to communicate what is a serious and potentially stressful issue. It helped to communicate empathy and in a simple way tell them that help is here with this service.”