GAME Creative goes on a quest for Midkey

Independent creative advisory GAME Creative has joined forces with financial services challenger brand Midkey to launch The Quest a new national campaign that tackles the very real financial stress of mid-life with humour, heart and a bit of medieval chaos.

The campaign follows six knights on a mythical quest to find The Midkey, the ultimate solution to life’s big money pressures. It’s a playful spin on the struggles many Australians homeowners face in their mid-life, that stage of life when mortgages, renovations, school fees, tax bills, ageing parents and career pivots collide.

Dan Beaumont, Founder and Chief Creative Strategist at GAME Creative, said the idea was about making a serious subject more human and entertaining. “The majority of financial advertising is less than engaging. We agreed with the Midkey team very early in the process that a conventional approach wasn’t going to get the job done. So we worked hard to find a more interesting way to introduce the brand. The Quest, wraps a critical product message in an epic, amusing story that entertains while it informs. Mid-life doesn’t need to be so gloomy. With Midkey you can now afford that family holiday, to the next village”.

Midkey is a first-of-its-kind “no monthly payments” loan that is either a first or second mortgage solution designed to give asset-rich but cash-poor Australians of all ages (18+) some breathing room when traditional lenders can’t help. Whether it’s unlocking home equity, smoothing out cash flow during a curveball moment, or making a property purchase possible, Midkey helps customers find flexibility and freedom – without having to sell up, downsize, or get buried in more monthly payments.

For Richard Young, Co-Founder & CEO of Midkey, the campaign captures exactly what the brand is here to do. “We created Midkey to help property owners who’ve worked hard to build equity in their homes but find themselves unable to access it when they need it. The Quest perfectly sums up our promise: to be the key that unlocks financial freedom when life gets complicated. It’s an epic idea for an epic challenge, and a clever way to introduce a new, innovative loan product to Australians.”

Marketing consultant Anthony Dumont, who helped shape Midkey’s go-to-market strategy, said the humour was just as important as the product itself. “People in their 40s and 50s are under huge pressure, mortgages, kids, ageing parents, mounting bills, work stress. It can feel isolating and overwhelming. With The Quest, we chose to speak to them with empathy but also with a wink. It says, ‘we get it, we’ve got your back… and it’s okay to laugh at the madness of it all."