Targeting 170,000 Australians starting an apprenticeship or traineeship each year.
Spirit Super has launched a campaign targeting Australians joining the workforce for the first time. The socially-led campaign is the third developed by Common Ventures for the super fund.
The campaign targets the approximately 170,000 Australians starting an apprenticeship or traineeship each year. They are young, the majority of them (70%), are under the age of 25, and in most cases, they are not yet financially literate or are unlikely to care about super or their retirement.
To make the campaign engaging and accessible, “Start Strong” taps into humorous moments that occur at the start of a career, those first days that are full of mistakes and just downright embarrassing moments. We know first jobs aren’t always pretty, but as long as you choose a good super fund… you’ll be starting strong.
Spirit Super general manager marketing, brand and communications, David Roberts, said: “Choosing the right super fund early, goes a long way to improve young people’s retirement outcomes, but this is also the stage when most are not thinking about retirement yet. Leading with the usual proposition wasn’t going to resonate with this audience in the same way, so we needed to create a campaign that would appeal to those that are notoriously difficult to reach when engaging with super.”
Common Ventures account lead, Alex Don, said: “We are all familiar with first-day-on-the-job fails and the dread that comes from a moment that, at the time, feels world ending. These moments always create the best stories and formed a great basis for the creative to flourish.”
Common Ventures creative, Masha Rimsh, said: “We were mindful of the short attention spans of our audience. First-day moments were the perfect territory to tap into when it came to crafting stories that could land quickly.”
The campaign is live across social and digital channels, including TikTok, YouTube, Meta, Snapchat, Twitch, digital display and mobile gaming.
Credits:
Client: Spirit Super
General Manager Marketing, Brand and Communications: David Roberts
Marketing & Acquisition Manager: Allison Jongbloed
Senior Marketing Consultant: Elly Hope
Creative agency and production house: Common Ventures
Executive Creative Director: Brian Merrifield
Creative: Masha Rimsh
Creative: Tom Barker
Account Lead: Alex Don
Director: James Crawley
Producer: Tim Russell
DOP: Jamie Gray
Photographer: Bill Chen
Casting: Chicken & Chips
