The search for Super. How we got people to care about superannuation.
BT Financial Group
Issue 32 | September 2014
Agency
MercerBell
Creative Team
Executive Creative Director: David Bell Creative Group Head: Liz Kain Art Director: Josh Lobo Copywriter: Sophia East
Production Team
Senior Production Manager: Tori Taylor
Other Credits
Group Account Director: Roger Hayes Senior Manager, Consumer Marketing, BT Financial Group: Gen Humphreys Marketing Manager, Consumer Marketing, BT Financial Group: John Summerhays
Date
June 2014
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?
Idea
How to get 5,800 staff excited about superannuation? To create an emotional connection, superannuation was given a new face – that of a lost puppy called Super. Through missing posters, flyers and t-shirts, staff were informed that there's over $18 billion in lost super in Australia, and encouraged them to find their own lost super by visiting the in-house Westpac branch. An area was also set up in the Westpac foyer where different breeds of adorable puppies played with their handlers, enticing passers-by to have a pat, a play or take a picture. Even the most hard-hearted banker was made to smile. Emotional connection? Check.
Results
Out of the 5,800 employees that walked by, 2,750 engaged with the puppy installation, taking a flyer as they walked past, took a photo, or leaned down to say hello to a pup. In one day, 59 people requested super searches, resulting in a potential total of $826,000* worth of lost super being found. *Based on average lost superannuation value in Sydney according to the ATO Lost Super Data.