Australian Retirement Trust Invites Aussies to Awaken Their Super with Monstrous New Campaign from M&C Saatchi Group

With the nation facing some of the toughest economic conditions in a generation, it’s no surprise that superannuation is on the back burner for Australians struggling to visualise their retirement in the face of immediate financial headwinds.

This context shaped the challenge set to M&C by ART’s EGM, Marketing & Digital, Simonne Burnett, in creating the new campaign:

"Despite our size, we are an incredibly young brand in the financial landscape, and we need to rapidly build awareness and trust with Australians if we’re going to drive growth beneficial to our members. The creation of a campaign that gets people thinking differently about the relationship they have with their super, in a compelling and distinctive way, is fundamental to us achieving this ambition. In a category that struggles for differentiation, we’re immensely proud of where the work has landed and its potential to help Australians achieve better retirement outcomes.”

The ‘Awaken Your Super’ campaign centres on challenging the notion that for the majority of Aussies, superannuation isn’t seen to be as active, interesting or relevant as the rest of their money. It shows that super can be so powerful you could think of it as a ”monster" and awakening your super “monster” means taking control of possibly one of the biggest investments of your life – to realise your dreams for your future. Running with this powerful visual metaphor, the campaign invites people to reappraise the relationship they have with their super, encouraging them to take control of their Monster with ART.

M&C Saatchi CEO Michael McEwan says, “Superannuation is the largest financial asset for many Australians after the family home, yet the powerful role it can play in our lives is too often overlooked. This work assumes a leadership stance and invites Australians to awaken their super and see what it’s capable of with ART. We are incredibly proud of the work and it’s a testament to the tight integrated team that brought it to life.”

Brought to life through the directorial lens of The Glue Society, the campaign is underpinned by a sophisticated media strategy designed to unleash the idea’s monstrous potential.

On the approach, Bohemia CEO Paul Hutchison said, “Working as a fully integrated media and advertising team has given us the perfect opportunity to harness the combined power of creativity and media to hand select monstrous media placements that enhance the 'awaken your super' message.”

The ART ‘Awaken Your Super’ campaign launch is led by a hero film and complemented by a suite of impactful OOH placements, social, and bespoke integrations.