Cummins&Partners’ first project for superannuation client, VicSuper, put huge wads of cash in people’s hands.
Their own cash.
The idea, Your Future Is In Your Hands, encourages people to see, feel and hold their superannuation balance, in cash. Because then it becomes real. And then they’re much more likely to care about where it is and what’s happening to it.
The exercise can be done in person in activations in shopping centres and train stations around Victoria, or online.
Adam Ferrier, consumer psychologist and chief strategy officer at Cummins&Partners noted, “Humans are not very skilled at engaging with concepts that are rooted in the future. The further something is from the present day, like a superannuation payout, the more intangible it becomes. We needed to find a way to get people to physically interact with their super, bringing the benefits of tomorrow alive today, jolting people to get engaged with their super provider.”
Because not everyone will go to an a shopping centre to hold their super, the agency has also developed a new website, that provides virtual experience of how much money they will have as cash when they finally finish working.
And there is an extensive PR strategy that involves having journalists, bloggers, and influencers hold how much superannuation they are entitled to in their hands. All the elements of the project will be gathered to become content in paid and earned media across various broadcast, direct, digital and social channels.
Doogie Chapman, creative director at Cummins&Partners added, “Holding a very large block of cash in your hands is a sure fire way to break through the dullness inherent in the super category. We’ve really enjoyed working with VicSuper on this behaviour change initiative, and think this will really shake up the category.”
Sara Daymond, marketing director at VicSuper commented, ‘We were determined to change the way people think about their superannuation and wanted to break away from the traditional super category which faces enormous challenges with consumer disengagement. We are firm believers that action changes attitude and knew that we needed to get people physically connected with their super as a starting point to becoming more engaged with us as a super partner.”
Creative credits:
Agency: Cummins&Partners
Executive creative directors: Jim Ingram & Ben Couzens
Creative director: Doogie Chapman
Senior art director: Connor Beaver
Chief strategy officer: Adam Ferrier
Matilda Hobba, Group Account Director
Integration director: Renata Gordon
Senior integration manager: Katie Franklin
Producer: Naomi Nienaber
Executive digital producer: Celia Karl
Digital UX: James Gilbert
Digital Design: Tony Zourkas
Front end developer: Pete Feltham
Creative technologist: Andrew Rovenko
Digital creative: Maurice Moynihan
Partners:
Keep Left (PR, blogger and influencer outreach)
Alive Events Agency (activation).
