Energy Super and BCM are putting the energy back into super with new campaign
Super is anything but super most of the time, but the latest ads from Energy Super are trying to shake off the fusty reputation and inject a little energy into the category.
Styled like a TED talk, the campaign, created by BCM and Cartel Films, aims to encourage people to give a little extra thought to their super and rethink it.
BCM was appointed earlier this year and ‘Putting the energy into super’ is the first work to emerge.
Energy Super is based in Queensland by rolling the ads out nationally.
“We’re big enough to matter and small enough to care, but the challenge is how do we tell people this without sounding like any other service based organisation,” said Rob Ruggieri, Energy Super’s Marketing and Brand Strategy Manager.
The new campaign launched on TV this week, and there is digital activity, and a content series designed to make super simple.
BCM managing director Paul Cornwell says: “Due to the high volume of marketing activity and significant media spend in the superannuation sector we needed to step outside the category norms to cut-through. Energy Super clearly want everyone to be better off in retirement, and have developed products and services that mean they do more for their members.”
“Our aim is to communicate to members and prospects that Energy Super is putting all their energy into superannuation for their members. That way they make super as ‘super’ as it should be,” added Cornwell.
