Cummins&Partners Launches First Activation Work For VicSuper

Cummins&Partners Launches First Activation Work For VicSuper

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.

Emma O'Leary
Posted by Emma O'Leary

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

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).”



Sara Daymond, Executive Manager, Marketing and Business Development

Alexis Harrison, Marketing Operations Manager



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