‘We’re all in this together’ claims Industry Super Funds in COVID-19 campaign

Industry Super Funds is spruiking the benefits of superannuation funds in helping the economy bounce back and create jobs, in a post COVID-19 world.

The 30-second TVC, created by The Shannon Company, features a woman watching an old Industry Super ad, before she addresses the camera about how relevant the brand’s long-term messaging is.

The Inception-like TVC carries the message that ‘We’re all in this together’, which is also the backing track of the ad.

“[We’re all in this together] feels especially true, given what’s going on,” the ad’s spokesperson says. “It’s good to know that our super will help us and our economy bounce back, and if you’re with one of these,” she says as she makes the Industry Super diamond symbol with her hands, “your super is invested in things that create jobs and keep Aussie businesses strong, delivering good, long-term returns that benefit all of us.”

The television commercial will be supported by a series of online videos from experts on topics such as accessing your superannuation in times of financial hardship, and how Industry Super Funds believes it will help power Australia’s eventual economic recovery. It will run for at least the next three months across TV, digital, radio and online.

The group said since the COVID-19 induced downturn, Australians have been begging to know how super funds invest to protect members’ long-term interests and grow their savings. The campaign, it said, aims to address this very knowledge gap.

Chief executive of Industry Super Australia Bernie Dean said it’s time for people to come together.

“This [campaign] is a timely reminder for members that their Industry Super Fund is looking after them now and over the long-term by protecting their nest egg and making sure it can grow again out the other side of this crisis,” he said.

“It is important for members to know that they’ll also be helping the economy bounce back, just like they did with the GFC, but investing in infrastructure and other things that create jobs and keep business strong.

“Saving for your future is just like protecting our health now – it’s best done when we all come together.”


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