Across film, outdoor, radio, social and digital.
Only one in two Australians are engaged with their super.
Confused and unconfident about how to monitor its performance and make decisions around super, millions have it on set and forget. Their super is on autopilot.
Colonial First State, in a campaign created by agency It’s Friday, wants to jolt people into being more involved with their super to make sure that it’s not sitting in an average fund, headed for an average retirement.
Across film, outdoor, radio, social and digital, the launch film depicts 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 – a metaphor for the decidedly average retirement their super’s headed to on autopilot.
“Being on autopilot with your super is an easy trap to fall into," said Josh Grace, group executive, Customer Office at Colonial First State.
"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, said it’s eye-opening that so many Australians don’t know what their super is doing, or where it’s heading.
"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," said Lagana.
