UniSuper, the super fund dedicated to people working in Australian universities and higher education roles, is turning heads with its latest brand campaign, designed to highlight the fund’s impressive long-term performance, low fees, and benefits to members.
It’s a timely reminder, as new government rules could mean increased competition across the super sector.
The campaign’s key message is that while UniSuper members have come a long way in life, so too has their super.
Thanks to a creative execution that’s as intriguing as it is unexpected – especially for the super category – the proposition is brought to life through real members’ stories, featuring a vintage image of their younger selves alongside their older, more accomplished selves.
Take Stephen Bigger, who went from an afro-sporting session musician in 1983 to an esteemed Professor of Chemistry at Victoria University.
Adding to the campaign’s charm is the fact that members provided their own photos from back in the day.
UniSuper head of corporate marketing, Darlene White is thrilled about UniSuper’s new campaign launch: “Because UniSuper is for a broad range of people working in higher education, our members have some really inspiring stories to tell.
“Sharing their achievements to reflect the success of the fund is an authentic way to bring our unique offering to life.”
Watch the TVC below:
The Pure Agency creative director, Kylie Suttor added: “The members’ nostalgic old photos combined with aspirational shots from today portray a fresh, positive angle on super and ageing.
“Having real images showing members’ hair and fashion choices from their youth is an added bonus.”
The Pure Agency managing partner, Margot Cotter-Melton commented: “This is a new approach to advertising for UniSuper and we’re excited to be part of that journey.
“The campaign evokes a sense of accomplishment and feelings of positivity towards the future. It’s also very different for the category, while still reinforcing the many benefits of being with UniSuper.”
The campaign launches nationally on the 5 August 2019. The rollout will include out-of-home placements on university campuses and in key transit locations, as well as online video and other content to bring members’ stories to life.
Please view campaign at http://www.thepureagency.com.au/unisuper
Darlene White – Head of Corporate Marketing
Melissa Ladner – Brand Manager
Anna-Maria Cooney – Marketing Consultant
The Pure Agency
Margot Cotter-Melton – Managing Partner
Michael Neary – Planning Director
Kylie Suttor – Creative Director
Margo McWilliam – Head of Copy
Sabrina Antoniou – Group Account Director
Limehouse – Production, image retouching, content edits
Jeremy Shaw – Photographer & Videographer
Vandal – Digital and animation
Publicis Groupe and head of futures and insight Tom Goodwin have parted ways following a controversial coronavirus tweet. Earlier this week Goodwin took to Twitter to offer a controversial point of view on the coronavirus pandemic. He said: “I find the total obsession with Covid deaths over all other deaths entirely gruesome. 7500 Americans die […]
Impact has today released a commissioned study conducted by Forrester Consulting. The study, Smooth the Partnership Journey by Learning from high-maturity companies, provides a set of actionable next steps for optimisation, fully tailored to the maturity level of the individual programme. The World Trade Organisation cites that 75 per cent of world trade flows indirectly: not […]
Sydney-based design and technology studio Nightjar have launched a new website for Sneaker Freaker. Founded in 2002, the street culture magazine is the first and only international footwear magazine. From its roots as a DIY-style fanzine to today’s global coverage, its print pages and online platforms document every colab, custom, limited edition, retro reissue, Quickstrike, Hyperstrike […]
Haystac’s former National Head of Strategy, Haylie Marchant (pictured) has launched The PR Toolkit – an online resource and DIY PR platform educating and empowering small and medium sized businesses to do their own PR. Offering a mix of free resources and easy-to-use how to guides, the one-stop-shop for DIY PR covers media relations, media […]
PubMatic has announced its expanded partnership and global integration with LiveRamp neutral, pseudonymous, people-based identifier will be available in Identity Hub, PubMatic’s Prebid-based identity management solution. Identity Hub is quickly becoming the market standard for publishers looking to seamlessly manage multiple identity solutions and maximize revenue. The partnership brings superior audience addressability, scale and performance […]
Snap has unveiled its first-ever B2B marketing campaign in Australia. ‘Meet the Snapchat Generation’ targets Australian businesses and focuses on highlighting the Snapchat community. The campaign comes as Snapchat reaches 85 per cent of all 13-24-year olds and 90 per cent of all 18-24-year olds locally. It gives insights into the mindset of the Snapchat […]
One Love Australia has launched a new social change initiative that will see a raft of high profile individuals, including former Australian Prime Minister Malcolm Turnbull and Boost Juice’s founder, Janine Allis, take part in a video interview series set to turn racism on its head. The initiative – titled #ShareThePlatform – will see these […]
ASICS Australia has released the world’s first cricket shoe, specifically designed for females – developed locally in conjunction with Cricket Australia’s (CA) Women’s Team Physiotherapists and Athletes. In recognition of the incredible growth of women’s cricket in Australia, ASICS has launched the 350 NOT OUT FF to the market alongside a fresh ‘Made For Me’ […]
Resolution Digital has been awarded the Australia’s Agency of the Quarter award in the prestigious Google Honours program. The Honours program for 2020 recognises the achievements of the very best performance marketing agencies and providers across Australia and New Zealand. The program consists of 3 quarters, 43 agencies and over 500 individuals; measured on account […]
SCA today announced that its award-winning Research & Insights and Strategy & Insights divisions have come together to form SCA iQ, one of Australia’s largest media research and insights offerings. SCA iQ fuses the research, insights and strategy functions together, to better power insightful solutions for SCA’s Sales and Content teams and advertising partners and is underpinned […]
World Out of Home industry leaders from Australia, the UK, US and Germany have revealed that audiences are returning to public spaces despite ongoing challenges from COVID-19, and that they anticipate improved market fundamentals in coming months. In an interview for a podcast being released today, leaders including oOh!media CEO Brendon Cook, President of the […]
Firefly has brought on six major new clients as it continues to expand, adding new media planning and buying arm to its business. Managing Director Andrew Mathwin (pictured) said the independent agency, known for clients such as Air New Zealand, Buy West Eat Best, West Coast Eagles and Mrs Mac’s Pies, had a strong year […]
In possibly a first for the category, independent brewer Wingman decided to cancel all sales of Wingman beer during the month of July, in support of Dry July. This bold initiative went live at midnight June 30 and ran throughout July. Wingman Beer’s general manager Will Chambers explained: “We have been overwhelmed by the request […]
Aussie retail payments platform Afterpay has launched a new global look, feel and positioning with a fresh brand identity. Founded out of Bondi, Sydney, Australia five years ago, Afterpay has skyrocketed to infinite heights, with almost 10 million customers and 55,000-plus merchants now using the platform globally across Australia, US, UK (where it is called […]
How Communications’ China marketing director, Doris Li, believes ad-land professionals must be courageous enough “to be abnormal”, and listen to their hearts, to be fearless in times of change. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating […]
The holding companies might be losing as much as 23 per cent of their revenue year-on-year, but new business has remained relatively resilient through 2020, the lastest research from R3 has revealed. In the first half of 2020 total new business revenue decreased 10 per cent globally – but creative agencies are having to find […]
Independent communications consultancy The Mint Partners has bolstered its integrated client roster and signed a number of premium lifestyle brands to kick start the new financial year. With an array of new products, services, and a focus on insight-led and creative integrated communications, MINT has enjoyed recent success with an expanded portfolio across new categories including fintech, […]