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Super Redirection

BT Financial Group

Issue 37 | December 2015

Agency

MercerBell, Australia

Creative Team

Executive Creative Director David Bell Creative Director Simon Bloomfield Senior Art Director Mike Nikotin Senior Copywriter Shelley Dodd Group Head Liz Kain

Production Team

Production Manager Lex Tully

Other Credits

Group Account Director Roger Hayes Account Director Joanne Whitney Senior Marketing Manager, BT Richard Frost Senior Marketing Manager, BT Mark Richardson

Date

June 2015

Background

In Australia, a portion of everyone's salary went into superannuation. (This was a mandatory savings scheme that helped people save for their retirement.)

However, whenever anyone changed jobs or moved home, it was easy to lose track of the fund. The average Australian had lost super sitting in two or three accounts.

The job was to get people to redirect any lost super they may have had into their BT super account. The objective was to better the average rollover amount of the control group ($13,585).

Idea

Using data from the taxation office, it was possible to estimate the amount of lost superannuation by postcode.

The mailing pointed out exactly how much lost money there was in the recipient's area, inviting them to bring their share home.

The idea was to get them to redirect their super in a similar way to how they would redirect their mail.

The message was strengthened by housing the headline in a mock mail redirection sticker, usually only used by Australia Post. This reinforced the customer problem of losing track of your super when you move.

Results

Over $11.8 million redirected to BT.

Average rollover was $19,985, a 47% increase against the control.

Our Thoughts

“Classic DM”, says Matt Batten, guest editor.

And I suppose it is, in as much as it’s an intriguing look at data. How much money is being wasted in your specific area. And then letting you know about it in a way that is personal to you but given meaning because the letter perfectly mirrors how Aussie Post redirect your mail.

Showy it isn’t, but look at the numbers. Over $11m shifted because someone somewhere thought through the real nature of the problem so the solution looked simple.