Consumers weigh up superannuation payout in bid to make them think about investments

Cummins & Partners brought the idea of out of sight being out of mind believe to life in a bid to make Australians think more about their superannuation investment decisions years before retirement.

vicsuperSo working with VicSuper the agency sought to make the intangible tangible putting the cash in the hands of punters, installing bullet proof kiosks around the country where shoppers could see just what holding the full value of their super payouts felt like.

The activations have been supported by the launch of a website where people can see the future impact on their savings of superannuation investment decisions made today.

Cummins & Parters chief strategy officer Adam Ferrier said the campaign brought to life something many people found difficult to imagine.

“Humans are not very skilled at engaging with concepts that are rooted in the future,” said Ferrier.

“The further something is from the present day, like a superannuation payout, the more intangible it becomes. We needed to find a way to get people to physically interact with their super, bringing the benefits of tomorrow alive today, jolting people to get engaged with their super provider.”


Client: VicSuper

Sara Daymond, Executive Manager, Marketing and Business Development

Alexis Harrison, Marketing Operations Manager


Jim Ingram & Ben Couzens, Executive Creative Directors

Doogie Chapman, Creative Director

Connor Beaver, Senior Art Director

Adam Ferrier, Chief Strategy Officer

Matilda Hobba, Group Account Director

Renata Gordon, Integration Director

Katie Franklin, Senior Integration Manager

Naomi Nienaber, Producer

Celia Karl, Executive Digital Producer

James Gilbert, Digital UX

Tony Zourkas, Digital Design

Pete Feltham, Front End Developer

Andrew Rovenko, Creative Technologist

Maurice Moynihan, Digital Creative

Alive Events Agency

Ant Hampel, CEO

Shona Jane, Senior Event Manager

Perri Stetter: Event Co-Ordinator

Keep Left

Caroline Catterrall, CEO

Tabitha Matthew, Head of Property & Social Change

Andy Day, Content Producer

Sarah Robertson, Account Manager

Molly Bruce, Account Co-Ordinator

Laura McLennan, Consultant


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