The Super Members Council (SMC) has launched its first national education initiative with a new campaign via Thinkerbell that asks Aussies to change how they think about their superannuation.
Research shows that people struggle to grasp the long-term impact of compound returns. The further away you are from those returns, the harder it is. To bring super closer to young people and make its value more concrete, Thinkerbell has developed a new icon for the category: the Golden Super Goose.
At its heart, the idea reimagines the fable of The Goose That Laid the Golden Egg, distilling it to a simple human truth: when you look after something patiently, it rewards you over time.
A focus on engaging under 40 year olds meant developing an integrated, targeted communications strategy, with content playing to the strengths of each placement’s context.
The emotive, mass reaching film is planned to elicit fond feelings across popular subscription streaming services and online entertainment portals.
Street posters and OOH in high dwell environments like nightlife districts and university campuses introduce more information, while native social content and a strong presence on TikTok extend the goose into culture and everyday conversation.
Across all assets, interested parties are invited to visit a bespoke website ( lookafteryoursuper.com) developed to help answer questions that young people might have about super, all in the voice of the Golden Super Goose.
Jess Torpy, head media thinker, Thinkerbell said, “We were able to bring our unique integrated thinking to the media, working hand in hand with strategy and creative to ensure media was part of the idea, not an afterthought. We built a connected ecosystem where every placement works hard on its own, and even harder together. ”
Says Georgia Brumby, deputy CEO, SMC: “Our ambition was to create something that makes super feel personal and tangible. For many Australians, particularly younger people, super can feel distant and abstract. The Golden Super Goose gives people a simple mental model, something they can visualise, understand and feel connected to over time. It’s about encouraging Australians to actively look after their super – if you nurture your Golden Super Goose, protect it and pay attention to it, it grows. And when you retire, it looks after you.”
“Most people understand logically that super is there to help fund your retirement, and that it’s better if you leave it alone,” said Jack Monro, head brand thinker at Thinkerbell, “But logic rarely beats emotion when we make decisions. Our challenge was not just to make the future value of super clearer and closer for Australians, but to make it more warm. More human. So, obviously, that meant using a goose.”
Credits:
Client: Super Members Council (SMC)
Creative: Thinkerbell
Media: Thinkerbell
CX: Thinkerbell
Production: MOFA
Director: Jae Morrison
VFX: 3P
Music: Electric Sheep
Sound: Rumble
Photographer: Lisa Sorgini
Web Development: Arcadian
