Australians are being encouraged to look for the iconic Industry SuperFund symbol when choosing a quality and on average, outperforming super fund, in a new campaign launched by Industry Super Australia.
The campaign seeks to increase the reliance on and confidence in the Industry SuperFund symbol as a determinant when choosing a super fund, building on the community sentiment post Royal Commission that has seen a wave of Australians turn their back on retail super funds in favour of industry funds.
With industry super funds’ consistent outperformance, the campaign positions the Industry SuperFund symbol as a determinant of quality funds – which on average outperform retail funds – making it easier for consumers to choose a fund that is high quality.
The imagery features everyday Australians creating the symbol, with the key message that ‘There’s only one thing to look for. Choose a super fund with this symbol.’
The campaign builds on Industry SuperFunds’ well-known ‘Compare the Pair’ campaign, which helps consumers do the maths simply and quickly when comparing super funds, boosting awareness about what to consider when choosing a super fund.
The campaign comprises two 15 second TVCs running nationally across free-to-air TV, with strong large format/transit outdoor presence and digital activity. The key message will also be integrated across broadcast sponsorships through the AFL and Channel 7 News.
It launched on Sunday 25 August. Industry Super Australia’s Director of Marketing is Alana Burnside, and the creative agency is The Shannon Company.
You can view the new campaign here.