The Mouse that Roars

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AUCKLAND, Today: BCG2 and independent media agency Together have brought back Te Ara Ahunga Ora/Commission for Financial Capability’s Sorted mouse in a new campaign called Making Sense of Money.

BCG2 CD Robin Powell said: “After a guest appearance during last year’s Covid-19 lockdown, it became clear that the friendly and reassuring face of Sorted could be extended to a new audience.

“The new campaign is targeted at 18 to 24 year-olds who are looking for trusted information when trying to figure out how to build money confidence.

“With a disarming set of anagrams and the trusty Sorted mouse to grab attention, it sets about guiding young people to learn more about money.

“The campaign went live on Friday 16 April with a series of short videos and digital media across key channels where we know this audience hang out – Twitch, Tik Tok, Spotify, Instagram, Facebook and YouTube. Ambient media is also popping up on university campuses.

“We know this audience hangs out at Twitch, Tik Tok, Spotify, Instagram, Facebook and YouTube.”

“Things in life make much more sense when they’re sorted. So we brought this idea to life with a series of 10-second videos and a Sorted mouse who’s a bit of a whizz at anagrams. All with the help of the team at The Rig, who are whizzes at animation.”

Lyndsey Francis, marketing director at Te Ara Ahunga Ora/Commission for Financial Capability (that runs Sorted) said: “There are critical moments when the money choices you make can set you up or hold you back. A kind of butterfly effect for your money future.

“At this key starting-out stage, we see this audience wanting to learn about money as part of adulting, but they don’t always know where to start.

“We needed to introduce Sorted to this new audience in a way that felt relevant and fun. The Sorted mouse has been an established brand asset and we felt now was the right time to bring him back to our campaign and website.”

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The agencies did not respond to M+AD’s request for a credits list.

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