LUCRF Super demonstrates its ‘hands-on approach’ to superannuation in campaign from Initiative Studios

Superannuation fund LUCRF Super has launched a brand awareness campaign that speaks to “hard-working Australians”, via Initiative Studios.

The campaign demonstrates LUCRF Super’s ‘hands-on’ approach to superannuation management, by depicting the hands-on hobbies and jobs held by its members.

Prior to creating the campaign, Initiative Studio conducted a review into LUCRF Super’s customers and found its members were concerned about losing out economically despite their work, which has put a strain on their work/ life balance.