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.
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.”
The campaign launched nationally on 18 August 2014 and the first three ads can be seen on YouTube from today:
Creative: Soap Creative
Production Company : The Feds
Director / Editor : Josh Logue
TV Producer : Nicola Woolfrey
Sound : Sonar
Grade : DDP Studios
Media: Universal McCann (UM)
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]