Queensland-based national industry super fund Energy Super has unveiled a new campaign by independent creative agency BCM designed to get people to give a little extra thought to their super.

Energy Super appointed BCM to handle its creative account earlier this year, and the campaign is the first step in the company’s new brand strategy and communications platform to take to the national market.

Redefining ‘energy’ from the fund’s energy sector roots, combined with its member-centric philosophy, brought life to the new brand positioning.

The campaign has been launched with a TV spot designed to get people to rethink the way they view super in the context of every other ‘super’ something.

The TV spot will be supported by an array of digital activity targeted using the search behaviour of, and interest in, ‘super’-related topics, as well as an educational content series designed to make super simple.

BCM managing director Paul Cornwell said: “Due to the high volume of marketing activity and significant media spend in the superannuation sector, we needed to step outside the category norms to cut through.

“Energy Super clearly want everyone to be better off in retirement, and have developed products and services that mean they do more for their members.”

“Our aim is to communicate to members and prospects that Energy Super is putting all their energy into superannuation for their members. That way they make super as ‘super’ as it should be.”

CREDITS

Client: Energy Super

Creative: BCM

Production: Cartel Film Production

Media: BCM