Cummins&Partners Launches First Activation Work For VicSuper

Cummins&Partners Launches First Activation Work For VicSuper
SHARE
THIS



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

Big Brother jessica hart

Latest News

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars
  • Campaigns

Diesel Turns Online Hate Into Cool New Fashion Campaign Littered With Stars

Italian youth fashion brand Diesel has unveiled its latest campaign that uses social media hate and turns it into a clever new campaign. The ad stars Nicki Minaj, Gucci Mane, Bella Thorne, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini. Each celebrity chose some of the worst comments they’d received, and Diesel designed exclusive items for each […]

by B&T Magazine

B&T Magazine
Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business
  • Marketing

Infographic: How Sponsoring An Event (Like Goat Yoga Or A Garlic Festival) Can Grow A Business

A common malady of marketers is how to best spend their marketing dollars and get the best outcomes (ie. sell more stuff). But a new study suggests that going “hyper-local” could be an easy and effective place to start. The study, by US marketing firm Zipsprout, says that micro-targeting local consumers via corporate sponsorships can be one of […]

by B&T Magazine

B&T Magazine
Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open
  • Advertising

Clemenger BBDO’s ‘Exceptions To The Rule’ Recruitment Program Now Open

The annual search for Australia’s best and brightest talent has launched today through Clemenger BBDO’s ‘Exceptions to the Rule’ program, with applications open for placements across Clemenger BBDO Melbourne and Sydney. ‘Exceptions to the Rule’ is a commitment to the agency’s belief that the future leaders of the creative industry aren’t solely coming through traditional […]

The Six Types Of Meetings People Despise
  • Media

The Six Types Of Meetings People Despise

Donna McGeorge (pictured below) is a speaker, author and mentor who helps people make their work work. She is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In this guest post, McGeorge says most of us despise the office meeting and here’s the six worst types… I once heard a very senior leader […]

Opinion

by B&T Magazine

B&T Magazine
Mango Melbourne Announces Three New PR & Event Hires
  • Marketing

Mango Melbourne Announces Three New PR & Event Hires

Mango Melbourne, part of the DDB Group, has welcomed three new team members following recent business growth. Carol Laws (right in photo), Janette Henstridge (left) and Maddie Poulson (middle) bring with them experience across PR and events, in sectors including consumer, retail, telecommunications and fashion. An account director with previous roles at Kate & Co […]

Why Curiosity Matters In Leadership
  • Opinion

Why Curiosity Matters In Leadership

Corrine Armour (pictured below) is a leadership expert who helps leaders and organisations develop fearless leadership and deliver transformational results. Armour is also the author of Leaders Who Ask: Building Fearless Cultures by telling less and asking more. In this guest post, she asks are you a genuinely curious leader or just a judgemental one? Curiosity creates […]

Opinion

by B&T Magazine

B&T Magazine
Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Media

Tealium Partners With The Lumery

Tealium, the leader in real-time customer data orchestration solutions, and The Lumery, a full-service customer experience agency, have partnered to bring to life the vision of a full MarTech ecosystem for Vocus Communications. Vocus recognised a huge opportunity for growth through the digitisation of their consumer brands. As such, Vocus has begun the process of […]