Superannuation brand admits it’s superboring

Super Boring

Superannuation company Intrust Super has launched a new interactive campaign called “Superboring” that is intended to engage 18–24 year olds.

The campaign was created collaboratively by Brisbane-based creative agency New Word Order, with media agency OMD in the strategic lead role, and digital agency Mettro.

According to a release, it acknowledges the reality that for young people beginning their working lives, there is nothing more boring than superannuation.

“Superboring” is an integrated campaign using a mobile app, website, social media, and radio, mobile and online display.

The campaign challenges entrants to create an animated gif which is then displayed on the website. The creator of the winning submission goes into the running to win a trip to the US.

New Word Order creative director Scott Oxford said: “Superboring captures creativity and online sharing to breathe new life into a traditionally boring topic.” The site went live on Sunday and has already started to pick up some creative submissions:

superboring gif Dr WhoSuperboring gifsuperboring gif 2animated gif

The winner is decided by vote via social media platforms, but in order to be eligible for the US trip, entrants must also sign up for Intrust Super’s fund.


  1. version
    8 May 12
    1:10 pm

  2. So, In order to enter the competition you need to first transfer your superannuation to Intrust? That’s a pretty huge barrier to participation on the off chance that you might win something.

    I would anticipate a small number of entries.

  3. Version
    8 May 12
    3:17 pm

  4. version, where does it say that?

  5. Eridani
    8 May 12
    3:25 pm

  6. I think this is a pretty awesome idea. Clearly a small client. It’s brave. The entries might be low, but I’ll bet the spend was too. The CPA will be be alright.

  7. James D
    8 May 12
    3:26 pm

  8. Details on their prizes page: “If you make an awesome GIF and sort your super with Intrust Super, we’ll make it worth your while.”