Dazza is back – but in FPA’s latest advertising blitz it is clear this dubious character is not a financial planner.
Pay TV adverts are part of a three-year campaign, funded by FPA principal members. The promotion is supported by national and regional print press and online advertising, with the theme “good advice is money well spent”.
“Dazza is the person people shouldn’t go to, but they do. People listen to financial advice from their next door neighbours and relatives. Dazza’s not a shonk or a charlatan, he’s just an ill-informed buffoon,” FPA chief executive Jo-Anne Bloch said.
The first round of Dazza adverts, running in October 2005 and April last year, were a hit with consumers, but disliked by advisers.
“There was major concern amongst members that Dazza looked like he was a bad financial planner. [Now] it’s very clear that Dazza is the exact person people should not go to. It was a very, very successful consumer campaign. We’re going to run with it because it works,” Bloch said.
The adverts had a very successful 35 per cent penetration impact with consumers and the www.goodadvice.com.au website received up to 9000 hits a day. Research showed up to 150,000 people were more likely to see a planner after the campaign.
A third of FPA members said the campaign worked, a third said they did not like it and a third did not know what they thought of it, Bloch said.
“It’s clear that Dazza is saying he is the wrong person to ask. Then [the adverts] list the services a financial planner can provide,” Bloch said.
