Equip Super releases new campaign following cummins&partners pitch win

After securing cummins&partners via a pitch process, superfund brand Equip Super has launched a new campaign to demystify the uncharted waters of ‘near retirement’.

The campaign sees the aforementioned agency and brand collaborating on a creative work that acknowledges that Australia’s superannuation system can be complicated for its intended users. Consequently, the platform is designed to offer oncoming retirees guidance, advice, and a space to ask whatever questions they wish.

“Equip Super is focused on providing to its members the best care and returns, as we have aimed to do over the last 90 years it has done over the last 90 years,” said Equip Super’s chief technology and transformation officer, Brent Retallick.

“We’re seeing an opportunity for the growing cohort of pre-retirees to provide deeper support and service. We’re thrilled to launch this campaign with cummins&partners and thank them for their help in getting us here.”

In addition to a 30-second film, the campaign’s media and creative strategy leverages out-of-home placements – more than 500 to be precise – digital, social, and sponsorships integrated “across Sky’s Business Weekly and the Retire Right podcast”, allowing the creative to tap directly into the retiree and pre-retiree market.

At the same time, Flinders Street Station’s screens and ‘The Wall’ will play host to a Q&A feed for people to engage with.

“It’s a pleasure to work with Equip Super to reorient itself around a very important audience and lifestage, who often need that extra validation and support navigating a very complex time in their lives,” said Sean Cummins, creative strategist and foudner of cummins&partners.

“I know personally that you don’t want to feel silly and timid about the issue, so having a campaign that tackles that head on is great.”

The campaign officially launches on June 11.


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