Industry Super Funds launches campaign following government regulation

Industry Super Funds has launched a new campaign via The Shannon Company.

The ‘I’m With One’ campaign features the diamond hand shape prevalent in Industry Super ads.

In the 30-second spot, the camera shows a range of people saying they’re all “with one”, from parents to young people to musicians. The spot send with the camera panning away and those in the campaign making the diamond shape with their hands.

Independent research by Kantar shows that 80% of Australians recognise the symbol and are much more likely to trust a fund that carries it.

Shannon Company group business director David Dumas said: “It’s rare these days to find campaigns with such longevity and consistency but that is a key part of its success sticking to a long term consistent strategy, kept fresh with new executions built around an outstanding mnemonic device of hands, and always faithful to the substantial truth behind the work, ‘you’ll be better off with an Industry Super Fund’”.

Industry Super Australia marketing director Alana Burnside said: “This is a new chapter in a long-running campaign that helps connect working Australians with super funds that are run only to benefit them, giving them the best shot at a dignified life in retirement.

“As people’s super savings grow they become more engaged and start looking for a quality fund they can trust. This campaign celebrates how almost five million Australians- and counting- have already said ‘I’m with One’, a fund that carries the famous diamond hand symbol.

“With recent government changes meaning Australians are likely to stay in one super fund for longer, the campaign will help people find a fund run to benefit them.”

The campaign will be on general programming TV (Metro/Regional/Subscription) and digital TV, out of home, social media, and search.

The Shannon Company is the creative agency and Initiative is the media agency.

This article has been updated with comment from The Shannon Company and campaign credits.



Industry SuperFunds

Alana Burnside – Director of Marketing

Bronwyn Hooton – Senior Manager Brand & Marketing

The Shannon Company

Stuart Nightingale – Creative Director

Kim Hellier -Senior Art Director

James Shannon – Director & Editor

Jo Theoharis – Producer

David Dumas – Group Business Director

Julian Eimutis – Senior Business Manager

Beaver – Film Producer

Damien Pleming – Video content and stills

Kalliroy Edlin – Content and still producer

Media Agency: Initiative

Wayne Philbert

Sam Ravida


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