Cummins&Partners Launches First Activation Work For VicSuper

Cummins&Partners Launches First Activation Work For VicSuper
SHARE
THIS


What best describes you?

This week Cummins&Partners launch its first project for superannuation client, VicSuper. The project attempts to break through much of the inertia inherent in the superannuation category by making the benefits of engaging with your superannuation tangible, and easier to process.

The idea developed by Cummins&Partners ‘Your Future Is In Your Hands’, encourages people to literally hold their superannuation balance, in cash, in their own hands. This exercise can be done in person in a series of activations in shopping centres and train stations around Victoria, or online at getsuperactive.com.au

Adam Ferrier, consumer psychologist and chief strategy officer at Cummins&Partners said: “Humans are not very skilled at engaging with concepts that are rooted in the future. The further something is from the present day, like a superannuation payout, the more intangible it becomes. We needed to find a way to get people to physically interact with their super, bringing the benefits of tomorrow alive today, jolting people to get engaged with their super provider.”

In addition to activations across Victoria, a new website gives people a virtual experience to connect with their superannuation by seeing how much money they will have as cash when they finally finish working. There is also an extensive PR strategy that involves having journalists, bloggers, and influencers hold how much superannuation they are entitled to in their hands. All the subsequent elements of the project will result in content that will be shown via paid and earned media across various broadcast, direct, digital and social channels.

Doogie Chapman, creative director at Cummins&Partners said: “Holding a very large block of cash in your hands is a sure fire way to break through the dullness inherent in the super category. We’ve really enjoyed working with VicSuper on this behaviour change initiative, and think this will really shake up the category.”

Sara Daymond, marketing director at VicSuper said: “We were determined to change the way people think about their superannuation and wanted to break away from the traditional super category which faces enormous challenges with consumer disengagement. We are firm believers that action changes attitude and knew that we needed to get people physically connected with their super as a starting point to becoming more engaged with us as a super partner.

“Cummins&Partners understood what we wanted to achieve right away. It’s been a terrific team effort by the team, who were passionate and committed to the idea from Day One – from strategy, to creative, to media thinking and execution, as well as our partners Keep Left (PR, blogger and influencer outreach) and Alive Events Agency (activation).”

Credits

VicSuper

Sara Daymond, Executive Manager, Marketing and Business Development

Alexis Harrison, Marketing Operations Manager

 

Cummins&Partners

Jim Ingram & Ben Couzens, Executive Creative Directors

Doogie Chapman, Creative Director

Connor Beaver, Senior Art Director

Adam Ferrier, Chief Strategy Officer

Matilda Hobba, Group Account Director

Renata Gordon, Integration Director

Katie Franklin, Senior Integration Manager

Naomi Nienaber, Producer

Celia Karl, Executive Digital Producer

James Gilbert, Digital UX

Tony Zourkas, Digital Design

Pete Feltham, Front End Developer

Andrew Rovenko, Creative Technologist

Maurice Moynihan, Digital Creative

 

Alive Events Agency

Ant Hampel, CEO

Shona Jane, Senior Event Manager

Perri Stetter: Event Co-Ordinator

 

Keep Left

Caroline Catterrall, CEO

Tabitha Matthew, Head of Property & Social Change

Andy Day, Content Producer

Sarah Robertson, Account Manager

Molly Bruce, Account Co-Ordinator

Laura McLennan, Consultant

 

Please login with linkedin to comment

Latest News

IPG Mediabrands’ Clive Bingwa Joins Nine As MD & Director Of Sales For Perth
  • Advertising
  • Media

IPG Mediabrands’ Clive Bingwa Joins Nine As MD & Director Of Sales For Perth

Nine has announced the appointment of media agency executive Clive Bingwa to the newly created role of managing director and director of sales for its Perth team. Bingwa has been the managing director of IPG Mediabrands Perth and Initiative Perth for the past three years, and prior to that was the national media director and […]

The Trade Desk Teams Up With Amnet For Sanitarium’s First Programmatic Connected TV Campaign
  • Advertising
  • Campaigns

The Trade Desk Teams Up With Amnet For Sanitarium’s First Programmatic Connected TV Campaign

Global adtech platform The Trade Desk and programmatic platform Amnet have shared results from their recent connected TV campaign conducted on behalf of Sanitarium. The campaign objective, led in collaboration with Dentsu’s media agency Carat, was to build brand awareness and drive sales of Sanitarium’s liquid breakfast product Up & Go. To reach the target […]

Wavemaker Appoints General Manager For Brisbane
  • Advertising
  • Media

Wavemaker Appoints General Manager For Brisbane

GroupM’s newest media, content and technology agency, Wavemaker, has announced it has appointed Maria Poulton to the newly created role of general manager of its Brisbane office. Poulton (pictured above, right) was most recently the business and operations director of Mindshare Japan, and has been part of the Mindshare family since 2004, spending nine years […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Social Soup Encourages Influencers To Help Out Not-For-Profits Via New Initiative
  • Marketing

Social Soup Encourages Influencers To Help Out Not-For-Profits Via New Initiative

Influencers are set to use their social clout for good with a new offering from Social Soup called Influence for Good. While influencer marketing is an inherently commercial arrangement, Influence for Good is an opportunity for influencers to use their powers to assist social causes they feel align with their values. Influence for Good is […]

FGMNT Offers Ad Agencies Free Access Over Christmas To Its 360-Degree Video & VR Creative Tool
  • Advertising
  • Marketing
  • Media
  • Technology

FGMNT Offers Ad Agencies Free Access Over Christmas To Its 360-Degree Video & VR Creative Tool

Melbourne start-up FGMNT is offering ad agencies a completely free and fully functional 30-day trial of visualisation and efficiency tool SITU. In the spirit of Christmas giving, the SITU team wants all agencies to experience the benefits of developing, testing and visualising campaigns in real out-of-home environments. The power of SITU is that it allows agencies to […]

Hamish & Andy To Stay With Southern Cross Austereo In 2018 & 2019
  • Media

Hamish & Andy To Stay With Southern Cross Austereo In 2018 & 2019

Southern Cross Austereo (SCA) has announced that veteran radio duo Hamish Blake and Andy Lee will be making original podcasts for the network’s podcast platform, PocastOne, in 2018 and 2019. Grant Tothill, head of PodcastOne, said Blake and Lee will produce two series of 40 podcasts in 2018 and 2019, which will be released first […]

How To Have A Stress-Free Christmas In Your Online Community
  • Opinion

How To Have A Stress-Free Christmas In Your Online Community

Here, GM of community management agency Quiip, Julie Delaforce, offers her sage advice on how online community managers can earn themselves a breather over the festive period… Ahhh, that deep sigh out as you realise the Christmas break is within reach. It’s been a long year, we know you’ve worked hard, you really deserve a break! […]

Opinion

by Katy Denis

Katy Denis
Want To Get Ahead For 2018? Do This One Thing…
  • Opinion

Want To Get Ahead For 2018? Do This One Thing…

In this guest post, Katie Clift – an international PR consultant, journalist and broadcaster – offers her PR nouse to ensure you’re flying into the New Year… While the world is winding down for 2017, a great PR pro knows ’tis the season to start the wind-up! If you want to enter the new year ahead of […]

Opinion

by B&T Magazine

B&T Magazine
Study: More Than 60% Of Video Plays Will Be On Mobile By Mid-2018
  • Media
  • Technology

Study: More Than 60% Of Video Plays Will Be On Mobile By Mid-2018

Over 58 per cent of video plays occurred on mobile devices globally in the third quarter of 2017, new research by Ooyala has revealed. According to the video technology company’s Q3 2017 Global Video Index, this represents the sixth consecutive quarter in which mobile devices accounted for more than half of all online video starts, […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Study: Brands Lacking Ability To Meaningfully Act On Data
  • Marketing

Study: Brands Lacking Ability To Meaningfully Act On Data

Retailers and brands have thousands of data points at their disposal today, but new research by commerce marketing technology company Criteo shows many lack the ability to act upon the intel in a meaningful way. Criteo has unveiled the findings from two third-party studies, as part of the company’s new initiative to create the highest-performing […]

Ehrenberg-Bass Institute: Lessons In Launching Your New Logo
  • Opinion

Ehrenberg-Bass Institute: Lessons In Launching Your New Logo

In this guest post, marketing scientists from Adelaide’s famed Ehrenberg-Bass Institute, James Martin and Adam Gelzinis, review Formula One’s new logo and look at the lessons for brands considering a similar re-brand… At the final race of the 2017 season, Formula 1 revealed their new logo, which will represent the brand from the start of the […]

Opinion

by B&T Magazine

B&T Magazine
Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

ABC Replaces Lateline With New 10.30pm National News Bulletin
  • Media

ABC Replaces Lateline With New 10.30pm National News Bulletin

The ABC has announced it will replace its axed current affairs program Lateline with a half-hour news bulletin to be hosted by seasoned presenter Jeremy Fernandez. The 30-minute late-night edition news will air Monday-to-Friday Australia-wide from 29 January. Fernandez will also continue to present the NSW 7pm News on Fridays and Saturdays. ABC Director, News Gaven […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]