The search for Super. How we got people to care about superannuation.

Background

One of the biggest challenges facing Australia's ageing population is superannuation, and there's over $18 billion of lost super in this country alone. Leading super provider, BT, wanted to raise awareness with a key audience – their own staff. They wanted an experiential event to be held in the Westpac head office foyer. An idea was needed that would create an emotional response so that employees would be motivated to find their lost super. Ensuring Westpac and BT employees are engaged with their super leaves them better able to market their company's product and, more importantly, more prepared for their future. After all, if they can't get their own people to care about superannuation, how could they expect the wider public to?