One in two Australians have their super on “set and forget”. In research conducted by Colonial First State, 51% of Australians admitted that autopilot is their current approach to their super. That’s like to be because two in five Australians find super confusing and 60% are unsure how their super performed last year.
Most simply trust that their super fund will offer competitive returns and fees.
In a campaign created by agency, It’s Friday, Colonial First State wants to jolt every Australian into being more involved with their super to make sure that it’s not sitting in an average fund, headed for an average retirement.
The campaign is running across film, outdoor, radio, social and digital, led by a commercial that uses the familiar train as a metaphor for super stuck on autopilot that’s heading towards an average retirement. It shows a range of ordinary Australians going about their daily lives, busy with work and family. What they don’t realise is that they’re hurtling across an unpromising landscape on a train.
Josh Grace, group executive, customer office at Colonial First State, stated “Being on autopilot with your super is an easy trap to fall into. The industry has conditioned Aussies to set and forget. But paying high fees or enduring poor performance can have a major impact on your retirement savings. In fact, they might be shocked at just how average their recent performance has been.
“With this campaign, we want to get people off autopilot and realise that it’s easier than they think to defy average simply by switching to Colonial First State. It’s one reason why CFS customers have amongst the highest confidence and preparedness for retirement.”
Vince Lagana, CCO of It’s Friday, added, “It’s eye-opening that so many Australians don’t know what their super is doing, or where it’s heading, but it shows just how common being on autopilot is. This powerful creative insight formed the basis of a simple and relatable message highlighting how Colonial First State gives Australians ways to switch off autopilot so they can easily take control of their super and avoid an average retirement.”
Credits:
Client: Colonial First State
Group Executive – Customer Office: Josh Grace
Executive Director – Brand and Customer Acquisition: Kate Bevan
Senior Managers – Brand Caitlin Shennan & Catherine Versace
Creative Agency: It’s Friday
Production Company: Finch
Director: Stephen Carroll
Managing Director: Corey Esse
Executive Producer: Loren Bradley
Producer: Caroline David
DOP: Jeremy Rouse
Production Designer: Lucinda Thomson
Casting: Nick Hamon Casting
Post Production: The Editors
Offline Editor: Bernard Garry
Online Editor: Eugene Richards
Colourist: Ben Eagleton
Producer: Rita Gagliardi
3D & VFX: Alt.VFX
Music & Sound: MassiveMusic
Composer: Ben Lam
Sound Design: Myles Lowe
Production: Luci Roe
Key Visual Production: Louis & Co + Electric Art
Photography: Matt Baker
Photography Production: Luke Della Santa
Post Production: Will MacKinnon
Retoucher: Inness Robins
