Campaign: Kinetic Super shows true colours

Campaign: Kinetic Super shows true colours
SHARE
THIS



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

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Pureprofile Extends Confirmit Relationship
  • Marketing

Pureprofile Extends Confirmit Relationship

Data and programmatic player Pureprofile has announced it will extend its 10-year relationship with customer experience and market research provider Confirmit. Pureprofile will continue to use the Confirmit Horizons platform for its data collection, panel management and analytics solutions. The ASX-listed company uses the Confirmit Horizons platform on US, UK, and ANZ SaaS environments to […]

Bonds Releases ‘Killer Undies’ With AFL Superstar Dustin Martin
  • Advertising
  • Campaigns

Bonds Releases ‘Killer Undies’ With AFL Superstar Dustin Martin

Clothing brand Bonds has recruited Richmond Tigers star Dustin Martin to headline as its new underwear ambassador in a powerful stills and video campaign that launches this week. Martin champions Bonds’ latest men’s underwear range by showcasing his athletic physique and signature ink against the iconic Bonds underwear silhouette. The new fashion and sports underwear […]

Ex-Pat Aussie Nick Law Appointed Publicis’ Global Chief Creative Officer
  • Advertising

Ex-Pat Aussie Nick Law Appointed Publicis’ Global Chief Creative Officer

Ex-pat Australian Nick Law has quit his role at R/GA and will become Publicis Groupe’s new global creative officer. Law, who started his career at R/GA in Sydney, will take up his new role in May. According to a statement from Publicis, Law has been tasked “to take the Groupe’s creative performance to the next […]

by B&T Magazine

B&T Magazine
Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Four Things Every Marketer Should Know About Building Brand Identity
  • Marketing
  • Opinion

Four Things Every Marketer Should Know About Building Brand Identity

Brand identity gets thrown around a lot in the industry, but how do you know if you’re doing the right thing? Peter Harris (pictured below), CEO of franchise marketing platform Digital Stack, breaks it down for you, dear reader. Brand identity is not a new concept – it’s a fundamental part of any marketing strategy […]

Opinion

by B&T Magazine

B&T Magazine
Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM
  • Advertising
  • Marketing
  • Media

Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM

The relationship a reader has with a publisher has far more impact on the effectiveness of online ads than the surrounding editorial content, according to a new study, which suggests some concerns around brand safety may be misunderstood. The study – by Inskin Media, Research Now and Conquest Research – compared the conscious and subconscious […]

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional
  • Media

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional

Nova has announced that its Kate, Tim & Marty drive show will expand its reach beyond the metropolitan market to be syndicated across 48 regional stations from today. Kate Ritchie, Tim Blackwell and Marty Sheargold, who won the Best On-Air Team (Metro FM) trophy for the second year running at the 2017 Australian Commercial Radio […]

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne
  • Campaigns

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne

Apia takes a look at the real-life, relatable moments over 50s experience with its new campaign via DDB Group Melbourne. For 30 years Apia has been designing products and services for Australians over 50. This new Home Insurance, Health Insurance and Multi-Policy Discounts campaign aims to speak to people in a way that’s refreshing, relatable […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

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 […]