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)

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]