"Same age. Same income. Same starting balance."
The new ‘Compare the Pair’ Industry SuperFunds campaign was rolled-out last night across TV, digital, social and outdoor advertising platforms.
It’s the fourth generation in more than 17 years of the brand developed by The Shannon Company (TSC) for Industry Super Australia (ISA).
The new campaign is more focused on younger Australians who are new to the workforce, some of whom were only babies when their parents began ‘making the switch’ from retail to Industry SuperFunds.
It comprises of two new executions of the comparison TVCs people are used to but includes younger talent for the first time.
The campaign retains the familiar Compare the Pair dialogue by actor John Wood: ‘Same age. Same income. Same starting balance. Whether you switched 5, 10 or 20 years ago, you’re better off.’ All explained with the well-known ‘odometers’ to illustrate the significant difference in performance.
As Nightingale points out, the scenarios of blokes at the barber, mums rock climbing, younger members gaming, at the cinema, making music and pumping iron in the garage are fresh, modern, relatable, engaging and fun.
“The new line of ‘I compared the pair’ adds a simple, confident instruction for those who want the best from their superannuation. It directs the audience to a new comparison online tool.”
TSC managing director, Michael Daddo, said: “Hats off to our client and long-time partner of 25+ years to resist the temptation to change tack. The consistency of Compare the Pair, complemented with the ‘Only one symbol to look for’ campaign has helped Industry SuperFunds grow to more than 5 million members.
“Members can look forward to a better retirement thanks to the performance of their super fund. I can’t recall a longer running campaign that has had such a profound impact on the lives of so many Australians.”
Industry Super Australia Marketing Director Alana Burnside: “While the campaign has evolved several times, this one marks a coming of age where the campaign’s first target audience group is retiring and their kids are now starting their very first jobs and making a decision about their first super fund.”
Credits:
Industry Super Australia
Director of Marketing: Alana Burnside
Senior Manager, Brand and Marketing: Bronwyn Hooton
The Shannon Company
Managing Partner / Strategy Director: Michael Daddo
Creative Director: Stuart Nightingale
Creative Team: Jaksen Daddo & Harry Bastin
TSC Producer: Jo Theoharis
Director: James Shannon
Film Producer: Beaver
Client Service team: David Dumas, Julian Eimutis, Brigid Cook
