Campaign: ING Direct Aims To End Aussies’ Indifference To Their Super

Campaign: ING Direct Aims To End Aussies’ Indifference To Their Super
SHARE
THIS



ING DIRECT has launched its first multi-channel campaign with Soap Creative for its Superannuation product ‘Living Super’.

The campaign introduces the term ‘Superannuatiummm’ to highlight the indifference Australians have towards the various aspects of their super.

The campaign launches with a series of four 15 and 30 second ads that capture the diversity of Australia’s superannuatiummms in everyday situations. Each spot is brought to life by Australian comedic actor-writer Darren Gilshenan.

http://www.youtube.com/watch?v=MM-eMcQICqU&feature=youtu.be

Says Chris Kenny, ING DIRECT’S head of marketing,“ING DIRECT recognises Superannuation can be a challenging topic and it often doesn’t get the scrutiny of other financial products people have. We found Australians are often simply unaware of many aspects of their super, with questions around fees to investment types and the ease in which they can consolidate their super.”

Supporting the campaign is an online platform ingdirect.com.au/livingsuper that uses an ‘ummm’ search engine to answer a variety of super questions using simple and direct language. ING DIRECT’S Superannuation specialist, Tim Hewson also features in a series of ongoing Q&A videos. The site is also trialling the speech recognition capabilities of Google Chrome to enable users to get an answer to their ‘ummm’ by speaking into their microphone instead of typing.

Says Ashadi Hopper, Soap Creative’s executive creative director, “Super is rarely top of mind until it becomes a necessity. There’s no urgency to act because the problem today is the same problem tomorrow and there aren’t any penalties resulting from inaction. We decided that to overcome this inaction, we would bring super into everyday situations to spur action in a playful way.”

http://youtu.be/LFFZNEACEQ8

The campaign launched nationally on 18 August 2014 and the first three ads can be seen on YouTube from today:

http://youtu.be/Z1LrojTmyLo

Campaign Credits:

Creative: Soap Creative

Production Company : The Feds

Director / Editor : Josh Logue

TV Producer : Nicola Woolfrey

Sound : Sonar

Grade : DDP Studios

Media: Universal McCann (UM)

Please login with linkedin to comment

Latest News

Fairfax Appoints Philippa Walker As Head Of Travel
  • Media

Fairfax Appoints Philippa Walker As Head Of Travel

Following the recent restructure of its commercial division, Fairfax Media has appointed Philippa Walker to oversee the Travel vertical within Australian Metro Publishing (AMP) business which includes The Sydney Morning Herald, The Age, The Australian Financial Review, Brisbane Times, WAtoday and more.  In late 2017, the commercial teams were reshaped with a vertical focus under […]

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year
  • Advertising
  • Media

Australia’s OOH Industry Grows Revenue For Eighth Consecutive Year

The local out-of-home (OOH) industry increased its net media revenue by 6.03 per cent in 2017 to $837.1 million, signifying its eighth consecutive year of growth. According to figures released by the Outdoor Media Association (OMA), net revenue for the OOH industry grew 4.5 per cent in the final quarter of 2017 to $252.7 million. Digital […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]

What To Expect From The App Economy In 2018
  • Opinion
  • Technology

What To Expect From The App Economy In 2018

Here's an insightful, authoritative synopsis of the app economy. So, you're right, it wasn't written by a B&T journo.

Opinion

by B&T Magazine

B&T Magazine