‘Compare the Pair’ launches to new generation of Australians via The Shannon Company
Industry SuperFund has launched the latest iteration of its long-running ‘Compare the Pair’ platform, encouraging a new generation of Australians to find a high performing industry super fund via creative agency The Shannon Company.
The campaign marks the first time in 17 years of its history that ‘Compare the Pair’ will target the under 25s demographic.
Other Assets:
Rock climbing 30″: https://www.youtube.com/watch?v=hME9E9jWXYU
Interrupting John – Fitness 15″: https://www.youtube.com/watch?v=AR1kES-4eso
Interrupting John – Movies 15″: https://www.youtube.com/watch?v=8903r_DO1gI
Interrupting John – Gaming 15″: https://www.youtube.com/watch?v=heXyEk6IUhk
Interrupting John- Music 15″: https://www.youtube.com/watch?v=Frsdlh1R6Vc
The latest version sees the campaign assets – John Wood’s voice over, the industry superfund symbol and the moving up and down technique – taken beyond the fourth wall through a series of target social media executions (Interrupting John).
The call to action also now directs consumers to ‘Compare the Pair’ for themselves on a brand new comparative online tool.
The campaign aims to continue to boost financial literacy across all demographics by prompting Australians to check if their super fund is delivering good net investment returns, an important reminder when only a few weeks ago a government assessment marked down five super funds for poor performance.
The 11 funds that are part of Industry Super Australia’s (ISA’s) Joint Marketing Campaign have cost effectively built the Industry SuperFunds brand into a household name. The greater community awareness and trust in the brand helps to attract and retain members, providing them the benefits of a fund with greater scale.
Industry Super Australia marketing director, Alana Burnside, said: “This is a new chapter in the enduring ‘Compare the Pair’ campaign to help connect working Australians with super funds that are run only to benefit them, making them better off in retirement.
“Simplicity, transparency and consistency has led to this creative becoming an iconic campaign, yet to ensure it continues to resonate with a new younger audience there was a need for a creative evolution.
“Recent super reforms mean Australians can be stuck in the same fund unless they actively switch out. ‘Compare the Pair’ prompts workers to think about their super and check if it is delivering them good investment returns and those who made the switch 20 years ago are almost $100,000 better off.”
Media for the campaign was handled by Initiative, with the work set to rollout on free-to-air and subscription TV in metro and regional markets, digital TV, large format out of home, social media, digital display and search.
Credits
Client – Industry Super Australia
Director of Marketing: Alana Burnside
Senior Manager, Brand and Marketing: Bronwyn Hooton
Creative – The Shannon Company
Media – Initiative
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