LUCRF Super has launched a national brand awareness and membership drive with creative work developed by Initiative’s creative and content division, Initiative Studio.
The new campaign goes to market this week on television and will be followed by Out of Home and other select digital channels. The creative was developed by the Initiative Studio team, with media planning and buying from Initiative.
Initiative Studio conducted an extensive review of LUCRF Super’s member base and identified that members are a diverse group of hard-working Australians who worry about losing out economically. This is putting greater pressure on their work/life balance.
The membership review also identified that, over the years, large numbers of people within the Australian workforce had de-prioritised their commitments to superannuation as they become distracted by modern-day financial pressures and decision making.
LUCRF Super acting executive manager, brand & experience, Renata Tuccitto said, “We have worked closely with the Initiative Studio team to develop strategy and execution that effectively reaches our target audience. We recognise the ‘salt of the earth’ contributions and ambitions of Aussie workers and fully support their aspirations for a secure and happy future for their families.”
Olivia Warren, head of Initiative studio, said, “Our review of LUCRF Super’s membership base highlighted the authenticities and ambitions of Australia’s workers. They rely on their families, friends and local communities and build their futures accordingly. Our strategy and creative work reflect this grittiness and positions LUCRF Super as a safe and high-quality investment for members’ future security.”
Client: LUCRF Super
Executive Manager, Brand & Experience: Renata Tuccitto
Partnerships & Marketing Consultant: Chrissy Paterson
Marketing & Retention Manager: Aaron MacRae
Creative Agency: Initiative Studio
Head of Studio: Olivia Warren
Creative Director: Shanan Goldring
Copywriter: Laz Simons
National Production Manager: Martin Aspinall
Senior Account Director: Sam Pierson
Media Agency: Initiative
Strategy Director: Sam Enshaw
Partnerships Associate Director: Marco Norder
Production Company: Paper Dragon
Director: Sam Couzens
Executive Producer: Nicola Woolfrey
DOP: Tania Lambert
Art Director: Ruth Levi
Editor: Sam Couzens
Sound Design: Todd Falusi @ Sound Reservoir
Photographer: Mark Rogers