Industry SuperFund directs Aussies to compare something else, via The Shannon Company

In collaboration with its long-term creative partner The Shannon Company, Industry Super Australia has expanded its iconic ‘Compare the Pair’ brand platform, and for the first time in almost two decades, is encouraging Aussies to compare something else.

The complementary chapter in the brand’s evolution asks Aussies to ‘Compare the Retirement’, to consider the security, flexibility and control retirement funds give them.

“Our pre-retirees are not wanting big overseas holidays or yachts, just because of mind that they can continue to afford the lifestyle they’re used to, in retirement,” said Alana Burnside, director at marketing at Industry Super Australia.

She continued: “However, many are confused about their options.

“Evidence shows that when you demonstrate that your super can still grow from strong net returns with an Industry SuperFund, while you draw down an income in the first years of retirement, you really cut through to the heart of what retirees want – security to deliver them the flexibility and control that they need.”

The campaign was developed by the brand’s long-term creative partner The Shannon Company.

“The ‘Compare the Retirement’ campaign educates pre-retirees about how they can conquer ‘FORO’ – fear of running out – as they can be better off keeping their super savings invested, drawing a regular income of their choosing, and taking money out as and when they need,” said the agency’s managing partner, Michael Daddo.

“We do this by using the ‘Compare the Pair’ creative framework.”

Using the same formula as the ‘Compare the Pair’ TVCs, the new spot highlights the benefits of sticking with a superfund, using the same iconic voiceover and graphics.

The Shannon Company’s creative director, Stuart Nightingale, said: “‘Compare the Pair’ is an iconic campaign which has helped millions of Australians see how much better off they could be with an Industry SuperFund.

“The driving range is a simple and relatable way to see the difference in performance between the different types of funds, leaving viewers in no doubt about the benefits of an Industry SuperFund in retirement.”

Burnside concluded: “We’ve built trust with Australians through the ‘Compare the Pair’ message over 18 years and ‘Compare the Retirement’ is about drawing on the close familiarity Australians already have with the message, to provide people approaching retirement with the critical knowledge, reassurance and confidence that their money could go further with an Industry SuperFund.”

The campaign is live across TV, radio and digital.

Other assets:
Compare the Retirement 15″
Stick With an Industry SuperFund in Retirement 6″


Client: Industry Super Australia
ISA marketing director: Alana Burnside
ISA senior manager, brand & marketing: Bronwyn Hooton
ISA marketing campaign officer: Helen Avramidis
ISA assistant marketing manager, digital: Brooke Sullivan

Creative agency: The Shannon Company
Managing partner/strategy: Michael Daddo
Client service team: David Dumas (group business director), Julian Eimutis (business director), Matilda Lloyd (business executive)
Creative team: Stuart Nightingale (creative director), Kim Hellier (senior art director)
TSC producer: Jo Theoharis

Media agency: Initiative
National strategy director: Thomas Dodd
Senior client director: Alana Lowe
Associate director: Maddison Jones

Production company: The Shannon Company
Director: James Shannon
Producer: Beaver


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