Equip Super has launched a new campaign to introduce two characters, octopus and chicken, in a deliberate move away from the predictable visuals and rational messaging that dominate the superannuation sector.
The platform is built on behavioural insight; When it comes to super, Australians tend to fall into two camps.
Chicken represents those who do not actively engage with our super. Those who make quick decisions, rarely review their super and are largely unaware of the mechanics behind their fund.
Octopus represents the super savvy. Curious, considered and proactive, they explore their options and want to do all they can to maximise their retirement outcomes.
Equip Super’s message is clear. No matter your life stage or level of super- knowledge, Equip Super partners with Australians to ensure they are equipped for the future.
Carrie Norman chief experience officer at Equip Super said: “With this campaign we’re making a deliberate play for distinctiveness in a low engagement, largely undifferentiated and highly complex category. Super equipped is designed to shift the conversation from transactional fund choice to long-term partnership. And to do this while hopefully putting a smile on people’s faces.”
Equip Super began their relationship with cummins&partners in April of 2024.
Norman added: “From last year’s Super 60s campaign launch to this new brand campaign. The Cummins team has consistently demonstrated our shared values in becoming the proactive partners that we hope to be for all Australians. We’re very happy with how the characters have come to life, and with the overall handling of the campaign and media rollout.”
Ben McCallum CEO cummins&partners said: “We are proud to partner with Equip Super and delighted to see Super equipped land in market. Distinctive, entertaining creative earns attention, and smart media makes it count. Bringing creative and media together to tell the whole story is what we do.”
The campaign rolls out nationally across TV, BVOD, out of home, audio and social, a Supercars partnership amplifying reach through live sport and high engagement environments.
Campaign credits
Client: Equip Super
Creative & media agency: cummins&partners
Production: Pixel & Lumberfly
