Spirit Super has launched “Start Strong,” a social-led campaign targeting young Australians via Common Ventures.
The campaign targets the 170,000 or so Australians starting an apprenticeship or traineeship each year. Around 70 per cent of them are under 25, and “in most cases,” are not financially literate or are unlikely to care about super or their retirement.
“Start Strong” taps into humorous moments that occur at the start of a career, those first days that are full of mistakes and just downright embarrassing moments and will appear across
social and digital channels, including TikTok, YouTube, Meta, Snapchat, Twitch, digital display, and mobile gaming.
Spirit Super general manager marketing, brand and communications, David Roberts, said: “Choosing the right super fund early, goes a long way to improve young people’s retirement outcomes, but this is also the stage when most are not thinking about retirement yet. Leading with the usual proposition wasn’t going to resonate with this audience in the same way, so we needed to create a campaign that would appeal to those that are notoriously difficult to reach when engaging with super.”
Common Ventures account lead, Alex Don, said: “We are all familiar with first-day-on-the-job fails and the dread that comes from a moment that, at the time, feels world ending. These moments always create the best stories and formed a great basis for the creative to flourish.”
Common Ventures creative, Masha Rimsh, added: “We were mindful of the short attention spans of our audience. First-day moments were the perfect territory to tap into when it came to crafting stories that could land quickly.”
Client: Spirit Super
General manager marketing, brand and communications: David Roberts
Marketing & acquisition manager: Allison Jongbloed
Senior marketing consultant: Elly Hope
Creative agency and production house: Common Ventures
Executive creative director: Brian Merrifield
Creative: Masha Rimsh
Creative: Tom Barker
Account lead: Alex Don
Director: James Crawley
Producer: Tim Russell
DOP: Jamie Gray
Photographer: Bill Chen
Casting: Chicken & Chips
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