Industry SuperFund has this week launched a new chapter of its long running ‘Symbol’ campaign, which first launched over a decade ago.
The campaign extension is titled, ‘I’m with One’, and will complement Industry SuperFund’s even longer running, ‘Compare The Pair’ campaign that began in 2005.
“It’s rare these days to find campaigns with such longevity and consistency” said The Shannon Company’s group business director, David Dumas.
“But that is a key part of it’s success sticking to a long term consistent strategy, kept fresh with new executions built around an outstanding mnemonic device of hands, and always faithful to the substantial truth behind the work, ‘you’ll be better off with an Industry SuperFund’”.
Recent Kantar research shows brand health is at an all time high with over 80 per cent recognising the Industry SuperFund’s cupped-hand gesture, and feeling far more trusting of such brands with easily identifiable symbols.
The new campaign comes at an important time with recent government changes ‘stapling’ workers to a single super fund unless they choose otherwise.
This means several Aussie workers are unknowingly lumped in with a poor performing fund, which could cost them six figures from their retirement savings.
“This new instalment of our long-running campaign will help connect working Australians with super funds that are run only to benefit them, giving them the best shot at a dignified life in retirement,” said Industry Super Australia, director of marketing, Alana Burnside.
Creative director, Stuart Nightingale added, “Industry SuperFund members aren’t just customers of financial institutions, they are a community of Australians who have made a conscious decision to strive for the best retirement outcome. And they’re proud of that decision. Our job was to capture that sense of pride and community”.
The flagship 30-second commercial , presented as one continuous shot, features a small cross-section of the Industry Super Fund members doing the iconic hands symbol gesture and expressing pride in being with more than five million Aussies who have also chosen one.
The ‘I’m With One’ campaign will run nationally on FTA and digital TV, OOH, social media, and search.
Credits
Industry SuperFunds
Alana Burnside – Director of Marketing
Bronwyn Hooton – Senior Manager Brand & Marketing
The Shannon Company
Stuart Nightingale – Creative Director
Kim Hellier -Senior Art Director
James Shannon – Director & Editor
Jo Theoharis – Producer
David Dumas – Group Business Director
Julian Eimutis – Senior Business Manager
Beaver – Film Producer
Damien Pleming – Video content and stills
Kalliroy Edlin – Content and still producer
Media Agency: Initiative
Wayne Philbert
Sam Ravida
