Breathing life into
the super category
The Works launched the first brand campaign for Aware Super. As Australia’s second largest industry super fund, Aware Super has 1.1 million members and $130 billion in retirement funds under management the campaign uses Aware Super members to showcase its scale and values to prove that we go further when we go together.
In a departure from traditional superannuation advertising the brand campaign avoided the rational, and instead focused on connecting to Australians through shared values by showing how its members and investments are a collective force for good - that breathe life into Australian communities every single day.
Whether they're teachers arming our children with knowledge for the future, doctors and nurses saving lives and keeping us on our feet, firefighters who face unimaginable danger to protect what we hold dear, or Aware Supers investments such as Bendigo Hospital and NSW Fire + Rescue Academy; it’s these people and investments that collectively make our world tick and keep us functioning as a society.
The spot uses the breathe as a fluent device to bring this idea to life. The breathe is a physical manifestation of the positive change its members and investments make in propelling society forward.
How an idea changed a category for good
The campaign applied Les Binet and Fields philosophy - The Long and The Short Of It. The campaign comprised of 90, 60 and 45-second emotive brand films, 30 and 15-second reason-to-believe spots that all ran across TV and Youtube, in addition to radio, consumer and trade press, social media, digital and OOH. The brand films were used to prime our audience, whilst the reason-to-believe spots were focused on driving visitors to site.
We even used Aware Super’s physical investments to continue the story, showing off their brand promise “do well for yourself and good for all” in action. Using the Sydney Light Rail and the ICC Theatre grounds – we created contextual work using sound, video and targeted messaging relating to the community investments and top performance.
Our digital and social components focused on acquisition; and we filmed a series of interviews with current members to show Australia exactly who the real ‘collective force’ are - and the good they are doing for all. Programmatic display was used to deliver contextual messages to 3 category entry points; switching jobs, planning for retirement and starting a family.
The idea translated into Aware Supers organisation across three chapters: their heritage, vision and employee value proposition. Helping to inspire their employees and connect them to the brand and its members.
Success and
positive change
Within 5 months the campaign achieved 91.7% prompted brand awareness amongst members exceeding the target by 2x, with over 80% of members feeling positive about the name change. Within the same 5 months we also achieved 24.6% prompted brand awareness amongst target market – exceeding the target of 20%.
The TV spot shifted awareness and intent with 357,000 unique visits to the website each month creating a huge retargeting pool.
And importantly it was a campaign our audience wanted to engage with. The 90 second spot had a 77% completion rate and our target market reported a ‘good feeling’ after watching the campaign (+14% above IPSOS benchmark) and stated it says ‘something important’ to them (+15.6% above IPSOS benchmark).
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"Having changed our brand to better reflect who we are and why we’re different, it was important that our campaign did the same. The initial phase was designed to ensure people were aware of the brand change. Having been successful with that, it’s now time to shift gear and build our new brand. The campaign pays tribute to the critical role our members play in our community and highlights our commitment to ensuring their superannuation does the same by delivering strong sustainable returns to our members while being a force for good in their community. The Works have captured this proposition brilliantly."
Emma Grainge,
Aware Super Head of Brand