‘It’s totally fresh for the industry, both in execution and experience’: Rest Super launches new campaign via Reunion
Rest Super has launched a new campaign committing to simplifying the super experience for Aussies, via recently appointed agency Reunion, Mumbrella can reveal.
The agency was appointed to Rest’s creative and experience accounts in December last year, following a competitive tender process.
The brand campaign, ‘Super. Simple’, focuses on making the superannuation process easy for Rest’s 2 million members, based on the company’s belief that making things simple is essential to getting members more involved.
“We represent around one in seven working Australians, including more than a million who are younger than 30 years old. Many of our members tell us they don’t understand super,” said Rest’s CMO, Deborah Potts.
“We want to help change this by removing complexity at every stage of the super experience.
“We’re focused on making our services and tools straightforward and user-friendly for members, right from the beginning of their working lives,” she continued. “By making it easier for our 2 million members to understand and take action on their super, we believe we can help them achieve better financial outcomes in retirement.”
She said the campaign finds the humour in everyday, complicated experiences, “to shine a light on Rest’s unique mission to make the super experience simpler for our members”.
Ollie Beeston, creative partner at Reunion, added: ““It’s been a true journey of collaboration with the team at Rest to carve out a positioning which is totally fresh for the industry, both in execution and experience.
“We believe demystifying super in relatable terms will have an outsized impact in helping Rest members take control of their futures.”
Reunion’s co-CEO and co-founder, Justin Hind, concluded: “‘Super.Simple’ for Rest marks a significant moment for the brand and its members, embodying Rest’s dedication to engaging members in their financial futures in a straightforward, impactful way.”
The campaign will be rolling out across TV, BVOD, cinema, OOH, digital and social media, as well as across Rest Super’s owned platforms.
Credits:
Rest
Andrew Ford, General manager – brand & marketing
Chris Pocock, Head of brand & content
Georgina Ashley, Senior brand manager
Sinem Kalenderoglu, Brand and content specialist
Creative agency: Reunion
Co CEO & co-founder: Justin Hind
Co CEO & co-founder: Steve Knowles
Creative partner: Ollie Beeston
Senior designer/artworker: Gene Stapleton
Client partner: Claire Hawksford
Senior account director: Tizz Wilson
Production house – MOFA
Director – Yianni Warnock
Executive producer – Llew Griffiths
Producer – Lib Kelly
Director of photography – Ross Giardina
Post house – The Editors
Editor – Mark Burnett
Sound production – Rumble
Sound designer – Daniel William
Media agency – Custom Media
Group account director – Matt Jones
Media analyst – Reina Yuguchi
Head of digital – Richard Warwick
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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What a shocking scream – how painfully annoying will it be for people with headphones or on the TV at home. So confused by how this makes super simple???
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A brand in trouble
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By coincidence, I’m a Rest member and not really sure how ‘It’s totally fresh for the industry, both in execution and experience’.
It’s this super 101 advertising, that just blends into the background of the industry?
Also the mobile app screens in the ad aren’t the screens in the actual mobile app and the functionality isn’t available on the app – isn’t that misleading advertising? Am sure sure that will get reported to the ACCC..
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If you want to elevate that freshness to the next level, you should consider regional audiences as a real “boomtown booster”
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What happened to the old Rest ad from a few months ago with people clapping and making funny noises? It seems to have been completely scrubbed from the internet.
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