Kinetic Super attempt to tackle apathy towards super in new campaign from Naked
Industry super fund Kinetic Super is attempting to tackle apathy from younger people towards the product in a new campaign which seems to take inspiration from the Colour Run.
Created by Naked Communications, the ad sees a collection of young people throw coloured paint dust against a white board and at each other before peeling off stickers to reveal the word Kinetic perfectly white against a now colourful backdrop.
An overlaid narration says “We move more than every before, we don’t sit still except when it comes to our super. So come on Australia, lets get our super moving too.”
https://www.youtube.com/watch?v=uEUER8jxxjQ&feature=youtu.be
Kinetic Super’s marketing manager Lynda Cavalera said: “Tackling apathy towards super is not new on the agenda for many super funds, however the challenge is finding innovative ways to overcome it. We’re encouraging people to bring the same energy they have for their life and career, to their super.
“It is estimated that one-third of superannuation assets in 20 years will be held by people currently under the age of 30, yet competing priorities, like buying a house, travelling or starting a family, can overshadow their focus on super. Too often we see this lead to apathy towards super, which our campaign aims to overcome.”
Running across TV and outdoor channels, the campaign, which launched on July 20, is further supported with a strong digital and social media presence.
The social media campaign, which utilised the #howwemove hashtag, aims to capture how people move in every aspect of their lives and invites the public to share movement with the fund using the hashtag on Instagram of Twitter.
Credits:
Kinetic Superannuation
- General Manager Marketing: Dzu Huynh
- Marketing Manager: Lynda Cavalera
- Online Manager: Pip Sutton
- Brand & Corporate Communications Manager: Emily Johnson
- Marketing Assistant: Felicity Grayling
Naked Communications
- CEO: Carl Ratcliff
- Managing Director, Melbourne: Tom Ward
- Creative Director: Tristan Graham
- Strategy Director: Andrew Reeves
- Head of Design: Thomas Rennie
- Account Director: Amanda Kramer
- Producer: Mark Bradley
- Integrated Producer: Andy Day
- Head of PR: Catherine Donnelly
Digital – Evolution7
- Creative Director: Mack Neville
- Senior Designer: Warren Everard
- Digital Production Manager: Catherine Young
- Production/Post Production
- Production Company: 8 Com
- Director: Josh Frizzell
- Producer: Annie Schutt
Post Production: The Butchery/Refinery
- Editor: Jack Hutchings
- Sound: Flagstaff Studios
- Music: Dmitri Golovko
Media – MEC
- Group Business Director: Troy Sokol
- Media Executive: Tim Grady
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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As a smart, hip rabbit, i found the ad a massive fail. It’s attempt at fashion advertising immediately made me disinterested, and it’s failure to address the key issues around super (being ripped off with fees and why this brand is different) insulted my intelligence.
Epic fail.
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* uninterested…
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for an ad built around thowing, they really missed the mark.
Who buys into this ‘we’re beautiful and artistic, lets dance’ bullshit any more.
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