AMP Super and CHEP Network urge Australians to get close to their super
Finance company AMP Super is empowering Australians to become more hands-on with their super, via a new campaign from CHEP Network.
CHEP’s ‘Get super close to your super’ platform challenges super’s ‘set and forget’ trend by showcasing AMP members treating the organisation as both a close friend and superannuation provider by having them converse with AMP on topics you would only cover with friends – in this case, a terrible haircut and crush – and with your superannuation partner.
Directed by Sweetshop’s Damian Shatford, the video creative was designed to highlight AMP as an active force in empowering Australians to achieve greater superannuation and retirement success via its services.
“Our research showed us that many Australians are disengaged from their super and that it’s only when they get nearer to
retirement that they appreciate its importance to their quality of life in retirement,” said AMP’s group executive superannuation and investments, Melinda Howes.
“Through this creative and light-hearted campaign, AMP wants to encourage more people to ‘get close to their super’, so they can make the most of their working years and maximise their retirement savings.”
CHEP’s chief creative officer, Gavin McLeod, added: “Staying on top of your super is a smart move. To highlight this, we had some fun showing how AMP’s Super Coaches are on call to help you understand whether your barista crush can be your super beneficiary. Spoiler alert: they can’t.”
‘Get super close to your super’ is AMP’s “first major initiative” in years. The creative is being rolled out across digital, radio, our of home (OOH), TV and social channels.
CREDIT LIST
Client: AMP Super
Agency: CHEP Network
Production: The Sweetshop
Director: Damien Shatford
Co-Managing Directors: Greg Fyson & Edward Pontifex
Executive Producer: Kate Roydhouse
Cinematographer: James L Brown
Casting: Danny Long Casting
Post-production: ARC edit
Editor: Luke Haigh
Colourist: Matic Prusnik
Sound Post Production: Sonar Music
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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