'Uke Girl'

A video clip of a girl playing a ukulele is introducing a new generation of Australians to superannuation for BT Financial Group.
The clip was created by MercerBell, who cast the ‘uke girl’ to connect with an elusive Gen Y audience.

“Gen Y are optimistic and care about their financial future – they’re just not interested in it right now,” said David Bell, Executive Creative Director at MercerBell. “Our challenge was to engage a live-in-the-moment audience with a benefit that’s very future focused.” 

Through song, the very Gen Y uke girl reminisces about her life right now as if she were much older. With lyrics like “Back in the day, we only had 4G” she gets her peers to think ahead, by tapping into the things they love today.

Those aged 18 – 24 are invited to visit http://bt.com.au/back-in-the-day/,  where they can watch the music video, read about ‘Starting Out’ with BT Super For Life, sign up for an account, and even rollover money from another fund. They can also share the video through social media links and download the song and chords.
Bell said: “We learned from research that Gen Y, far from being lazy and entitled, are the first generation to understand that the employment economy no longer rewards loyalty. Instead, Gen Y will flourish with new skills like adaptability, and they will find a better balance of happiness at work by choosing a great culture over great pay. BT Financial Group can support this generation through their lives to help them prepare for the best financial future.”
The landing page will be supported by online display ads, pre-rolls on YouTube and BT’s Facebook page.

Senior Manager – Super and Investment Marketing, BT Financial Group – Sarah Pinder
Marketing Manager – Super and Investment Marketing, BT Financial Group – John Summerhays
Executive Creative Director – David Bell
Digital Creative Director – Carmela Soares
Creative Group Head – Liz Kain 
Art Director – Sarah Straker 
Copywriter / Lyrics – Shelley Dodd
Executive Producer – Scott Portelli
Associate Producer – Pedro Santos 
Digital Designers – Kylie Lovegrove / Dan Fowler
Digital Strategist – Maura Tuohy 
Group Account Director – Sabrina Antoniou 
Senior Account Manager – Joanne Whitney 
Retoucher – Gene Stapleton
Director/Director of Photography/Post Production – Mint Films
Music – Smith and Western 
Singer / Ukulele – Yasmin Davis 
Stylist – Cherith Crozier 
Makeup Artist – Belinda Kruse