The Australian Pensioners Insurance Agency (APIA) partnered with Unbelievable Group to bring their brand ethos, celebrating Australians over 50 living their best life, to the stage. The brief was to evolve APIA’s brand perception from insurance provider to lifestyle champion, by creating a national experience that rewarded loyal customers and connected with audiences in an authentic, emotionally resonant way.
Unbelievable Group conceived and produced the APIA Good Times Tour, a high-energy, multi-artist music experience celebrating legendary Australian performers and their fans. The tour travelled nationally, delivering unforgettable nights filled with nostalgia, joy, and the shared power of live music.
The APIA Good Times Tour became one of the most successful branded entertainment tours in Australia. With 30,000 tickets sold and 19 sold-out shows across major cities and regional centres, the campaign redefined how a brand can engage its audience through live experience.
Brand tracking showed a significant uplift in positive sentiment and lifestyle alignment, while media coverage and partnerships delivered over $4.9 million in earned media value.
By uniting storytelling, entertainment, and authentic brand purpose, Unbelievable Group helped APIA move beyond traditional advertising, turning music into a movement that celebrated the good times for all generations.
The event has now been touring for more then 10 years!
“The team at Unbelievable Group were instrumental in the development of the Apia Time of My Life Tour concept and worked tirelessly to deliver an outstanding branded event for Apia across Australia. Across several months of pre-production and planning we found that the Unbelievable Group team rose to all challenges, overcame obstacles and through their experience and insights ensured that we met expectations and exceeded objectives. I look forward to working with Unbelievable Group in the near future.”
