Young people aren't energetic enough about their superannuation. Kinetic Super has launched a campaign designed to boost engagement.
The latest offering is the second phase of its Hero Brand Awareness campaign which aims to challenge traditional perceptions of superannuation.
The campaign, by Naked Communications, is to be launched this Sunday (12 April), across TV sponsorship, TV commercials, and outdoor media including trains, billboards and airport media.
Kinetic Super marketing manager Lynda Cavalera said: “Our overarching objectives are to drive brand awareness, salience and market share through the creation of a campaign that spoke to the heart of Kinetic Super's purpose of inspiring Australians to take control of their financial futures.”
“We wanted a campaign that stood out from the crowed and captured attention – a campaign that would break the lethargy felt towards super and to get Australians to bring some of the same energy they have for other facets of their lives to their super.”
Naked Communications’ GM, Andrew Reeves said: “the Kinetic Super brand campaign is a refreshing, energetic and challenging call to arms. In a category that faces inherent difficulties with engagement, it cuts through and asks the question, ‘why aren’t you as energetic about your super as you are with other aspects of your life?"
“The Kinetic Super brand is really at the beginning of its journey and this campaign represents a unique platform upon which we can begin to forge new relevance with current and future members.”
