Superannuation fund Rest launches: A Fair Go For Australians campaign

Australia’s biggest superannuation fund for retail workers, Rest, wants its members to know even though its fees are low, they will still get big returns for their retirement.

Rest researched what its members wanted out of their fund, and realised many were unaware of the benefits along with its 8.5% return.

Instead, many of them found navigating the world of superannuation ‘super complex and confusing’, and wanted to be sure they were getting a fair deal from their provider.

Members said they most valued low fees, good long-term returns, effective and affordable advice, and a simple and easy member experience.

The solution was a ‘fair go for Australia’ advertising campaign, created by Sydney agency BMF, to make the case that Rest worked hard to grow the savings of people from all walks of life.

Alongside a TV ad spelling out its ethos and benefits, is a series of photos of its diverse membership that it is banking on members finding relatable.

Rest, group executive, member engagement, Tyrone O’Neil, said: “Our members are the reason we exist, and so it was crucial that we listened to them when designing our campaigns.

“We also thought it would be fantastic to work with some of our members to help communicate to other Rest members and all Australians about the importance of fairness in super. Our members have told us that some of them find super complex and confusing, so we’ve aimed to make our messages simple and easy to understand.”

“To do this, we worked with BMF to create a campaign that draws on various analogies, with each one introduced by a title ‘Rest Presents’. The idea was to position Rest as an active advocate and coach that helps members grow their super, no matter their income, work type, age or profile.

“Additionally, we created a series of taglines and posters around what ‘Fair is’, which looked to capture the value of a membership with Rest, including low fees, simple advice at no extra charge, responsible investing, and advocating for fair super for all Australians,” O’Neil concluded.


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