One of Australia’s most successful campaigns is set to encourage a new generation of Australians to “Compare the Pair” and see how they would be better off.
For 17 years Industry SuperFunds’ iconic “Compare the Pair” campaign has urged everyone to look for a better deal from their super fund, but it has never been specifically targeted to under 25s, until now.
The campaign has evolved several times, with the newest version released last night (Oct 23) incorporating more of the symbols that have made the Industry SuperFund brand a standard-bearer in Australia.
The Shannon Company is the creative agency, Initiative is the media agency and ISA’s Director of Marketing is Alana Burnside.
And because the campaign’s assets – John Wood’s voice over, the symbol and the moving up and down technique – are well known the refreshed campaign can evolve so it better reaches the 16–24-year-old audience through a series of targeted social media creatives that break the fourth wall.
The campaign call to action also encourages consumers to ‘Compare the Pair’ for themselves on a brand new comparative online tool.
With recent changes in the law likely to see young workers stapled to their first fund for a longer time, ‘Compare the Pair’ will now also aim to help this age group find a high performing super fund.
And with the latest SuperRatings figures revealing that over 20 years the typical worker could be $95,391 better off in the average Industry SuperFund than the average retail super fund, younger workers have the most to gain by being in a fund that is run only to benefit them.
“Compare the Pair” continues to boost financial literacy across all demographics by prompting Australians to check if their super fund is delivering good net investment returns, an important reminder when only a few weeks ago a government assessment marked down five super funds for poor performance.
By acting collectively, the 11 funds that are part of Industry Super Australia’s (ISA’s) Joint Marketing Campaign have cost effectively built the Industry SuperFunds brand into a household name. The greater community awareness and trust in the brand helps to attract and retain members, providing them the benefits of a fund with greater scale.
The Compare the Pair campaign will run on general programming TV (Metro/ Regional/ Subscription) and digital TV, large format out of home, social media, digital display and search.
