Industry super fund Kinetic Super today stepped up its bid for greater market share, unveiling a new advertising campaign set to tackle apathy towards super via Naked Communications.
With lost super in Australia nearing $20 billion, and many Australians having more than one super account, the issue is far from new. “Tackling apathy towards super is not new on the agenda for many super funds, however the challenge is finding innovative ways to overcome it,” said Lynda Cavalera, Kinetic Super’s Marketing Manager.
Kinetic Super’s integrated multi-channel campaign breaks the mould of traditional super advertising challenging 25-to-45-year-olds to ‘get their super moving’. Using fresh talent, upbeat music and vibrantly coloured paint dust to symbolise movement and energy, the campaign sets out to be disruptive in a notoriously low-engagement category.
Launched 20 July, the campaign draws on the fund’s brand name and inspires Australians to do something with their super. “We’re encouraging people to bring the same energy they have for their life and career, to their super. We’re all about keeping members connected to and engaged with their super no matter how or where they move through life,” Cavalera continued. “It is estimated that one-third of superannuation assets in 20 years will be held by people currently under the age of 30, yet competing priorities, like buying a house or starting a family, can overshadow saving for retirement. Too often we see this lead to apathy towards super, which our campaign aims to overcome,” Cavalera continued.
Tristan Graham, Creative Director of Naked Melbourne said: “We’re more actively taking control of our lives than ever before; planning intense fitness regimes, working around the clock on our careers and improving our diets. This campaign aims to inspire Australians to apply some of that energy towards their superannuation as they do towards the rest of their lives.” Executed across TV and outdoor channels, the campaign features a strong digital and social media presence, including the #howwemove campaign, a social project that aims to capture how we move in every aspect of our lives.
Credits Kinetic Superannuation General Manager Marketing: Dzu Huynh Marketing Manager: Lynda Cavalera Online Manager: Pip Sutton Brand & Corporate Communications Manager: Emily Johnson Marketing Assistant: Felicity Grayling Naked Communications CEO: Carl Ratcliff Managing Director, Melbourne: Tom Ward Creative Director: Tristan Graham Strategy Director: Andrew Reeves Head of Design: Thomas Rennie Account Director: Amanda Kramer Producer: Mark Bradley Integrated Producer: Andy Day Head of PR: Catherine Donnelly Digital – Evolution7 Creative Director: Mack Neville Senior Designer: Warren Everard Digital Production Manager: Catherine Young Production/Post Production Production Company: 8 Com Director: Josh Frizzell Producer: Annie Schutt Post Production: The Butchery/Refinery Editor: Jack Hutchings Sound: Flagstaff Studios Music: Dmitri Golovko Media – MEC Group Business Director: Troy Sokol Media Executive: Tim Grady